Google greenlights Ontario sports betting ads
Global search giant will allow licensed operators to publish online casino, sportsbook, and lottery ads
Google has confirmed it will now accept advertisements from regulated sportsbook operators, ahead of the formal launch of the Ontario market on April 4.
Updating its advertising policy, the global search engine giant has confirmed it will allow government-run lottery operators and licensed entities to place promotional advertising on its webpages.
To qualify, operators must first obtain certification from Google, a process which involves the presentation of the relevant gambling license, which in the case of Ontario is granted by the Alcohol and Gaming Commission of Ontario (AGCO).
The policy change will be a welcome one for the regulated market, as Google already prohibits advertisements from so-called grey-market operators, limiting the potential impact of the black market on regulated operations.
As of this week, 14 operators have received licenses from AGCO, along with eight suppliers, with an estimated 450 games being certified by the regulatory agency.
Recent licensees include FanDuel, 888, bet365, Kambi, and LeoVegas.
AGCO prohibits operators from airing any ads which offer inducements, bonuses, or credits. In addition, the regulator requires that any licensed operator has relevant signposting to self-exclusion facilities on its respective website.
AGCO has applied a zero-tolerance regime to grey-market operators, ordering all prospective licensees to end any association with companies which may operate in the sector as part of its conditions for licensing.
In comments reported by PlayOntario, AGCO CEO Tom Mungham laid out the regulator’s stance on the issue, highlighting the potential for financial sanctions and the rejection of applications.
“Those who have not applied by April 4 and who continue to operate in the unregulated market, or do business with those who do, risk not having their application for registration approved,” Mungham said.
“As part of this transition, the AGCO is committed to taking strong action to address any remaining unregulated Ontario market activity in partnership with law enforcement,” he added.