Google Ads Permission Boosting Legal New Jersey Sportsbooks

Google Ads Permission Boosting Legal New Jersey Sportsbooks

Advertisements for companies offering legal online sports betting services in New Jersey began encrusting themselves in the searches of Google users in that state in June, marking their debut in the United States.

This latest milestone is expected to be very good for business for the legal industry domestically, for the bottom lines of legal operators, and theoretically in the effort to curtail the impact of illegal offshore markets.

Google users in any state – whether sports betting is legal and underway or not – are still bombarded with a menu of non-regulated options with a simple query. But the addition of regulated operators like FanDuel and DraftKings into commercial spaces figures to be as impactful as advertisements for any other product.

And the searches don’t necessarily have to relate directly to sports betting.

Issues With Google Searches and Betting

Search teams directly associated with legal sports betting are highly likely to populate users’ web pages with ads for the numerous sportsbooks in New Jersey. But more innocuous queries could yield a similar result, Chris Harrison, Google Industry Head - Financial Trading and Egaming, told in an email.

“Should our systems recognize gambling as a desired outcome of a search, then one could show, e.g. ‘Yankees vs. Red Sox,’” Harrison said.

Only licensed New Jersey gaming operators are allowed to apply for Google AdWords in New Jersey after the parent company posted its first guidelines for American gambling entities this spring.

Harrison said that, “all who have been granted a license in New Jersey and are operating have applied” and subsequently accepted for the service. He added that Google is currently not accepting applications from affiliates and aggregators.

The process from submission to appearing in searches generally last one to three days for companies such as FanDuel, DraftKings and PointsBet.

Yaniv Sherman, 888’s SVP head of commercial development, told investors during an earnings call that utilizing the service “creates a competitive edge, and it broadens the marketing pie for us to choose from.”

Football Ramps Up Sports Betting Timelines

Harrison would not divulge which state, of the other nine where sports betting is legal and underway, would open to Google Ad Service. But as with most business decisions involving the wagering, football is a benchmark.

“We're working hard to open up in a few more states before the start of the NFL season,” he said. “I'm unable to confirm which states at this time.”

Google’s advertising policy states that “Gambling-related ads are allowed if they comply with the policies below and the advertiser has received the proper Google Ads certification. Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors.”

Specific regulations for “online gambling” allow advertisements on Google Ads, Google Display Network, YouTube and AdMob, but not Google Ad Manager. The company’s “SafeSearch” feature will block gambling ads, however.

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