Using Adwords for Gambling Ads

Q: Is it true that I need a license to use Google Adwords for gambling ads? If so, how do I get one?
– Jason

It is not true that you need a license to use Google Adwords for gambling ads, because Google sees affiliates as aggregators of content rather than gambling portals. However, there are some stipulations. First, you can only use Google Adwords to promote operators in certain jurisdictions. Secondly, you can only use Adwords to promote operators who are licensed to advertise in those jurisdictions. Finally, as an affiliate, you have to get white-listed by Google to run gambling ads on Adwords.

Google only permits Adwords for online gambling in three jurisdictions: the UK, Ireland, and Austria. Consequently, such ads won’t be displayed in other countries. What this means is that unless a user is in the one of these jurisdictions and has an IP address from that country, they won’t see gambling-related ads on their search engine results pages (SERPs).

The stipulations don’t stop at jurisdictions. Google will also only let you promote sites that have a license to advertise in those jurisdictions. So you can only promote to certain pre-approved, white-listed sites.

Google enforces these caveats through their application process. If you want to promote online gambling through Adwords, you have to set up a new and separate Adwords account just for your gambling ads. Once you have done that, you have to fill out an application and legal declaration.

Getting approved by Google can take time, but you can fast-track the process by working with a recognized partner such as Income Access. Essentially, by applying through certain recognized third-parties, you can fast-track the white-listing process because Google knows that the third-party has already made sure that the applicant meets certain guidelines.

So while it is not necessary to have a license to use Adwords as an affiliate, you can only promote operators in certain jurisdictions, and who have licenses to advertise in those jurisdictions. You also have to undergo a screening process to make sure that your affiliate site meets certain guidelines. And while that screening process can take weeks or months, you can also fast-track it down to mere days by working with a recognized third-party.

Jamie, SEM Manager

Tagged as: Adwords, Austria, Ireland, PPC, SEM, serps, UK, white listing