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The New Zealand government have decided to auction 15 online casino gambling licences, allowing operators to legally advertise their services. Internal Affairs Minister Brooke van Velden explained that advertising is a key part of the new system. Without it, companies may not see the value in applying for a licence. The change comes as the government moves to regulate the online gambling market and ensure that tax revenue is collected. Officials believe that allowing advertising for licensed providers can help steer players away from unregulated gambling sites. Concerns over gambling harm The decision has sparked concerns from gambling harm prevention groups. Andree Froude from the Problem Gambling Foundation strongly opposes allowing online casinos to advertise. She warns that adverts could encourage more gambling and make it harder for people struggling with addiction. Martin Cheer, managing director of Pub Charity Ltd, is also worried about the impact of more gambling adverts. He believes the market will become flooded with promotions, making it difficult for people to escape gambling-related content. Cheer points out that New Zealand already has plenty of advertising from Lotto, TAB, and offshore operators. Google to tighten gambling ad rules New Google Ads gambling rules are updating its advertising policies for Google Ads gambling regulations 2025 for gambling companies to match New Zealand’s new rules. Starting in April 2025, online casinos will have to meet strict requirements to run adverts on Google platforms. Companies must prove they are licensed and follow all local laws. Countries like the UK and Australia have already tightened their rules due to concerns about problem gambling. Stronger rules and consumer protections The government plan to enforce strict rules on gambling adverts, preventing misleading promotions and targeting vulnerable people. Licensed operators may need to offer deposit limits, self-exclusion, and clear risk warnings. Foreign companies expected to dominate Many expect large offshore gambling companies to win most of the 15 available licences. While local businesses can apply, the market is likely to be dominated by well-funded international operators. This could impact community groups that rely on gambling revenue. In New Zealand, money from gambling profits is often used to support local sports teams and charities. Some worry that a shift to online gambling could reduce funding for these programmes. As the new rules take effect, the government will face pressure to ensure that gambling-related harm is minimised while still allowing a competitive market.

The European iGaming industry is facing major regulatory changes in 2025, with stricter rules on player protection, advertising, and responsible gambling. As authorities push for more unified regulations across different countries, operators must stay updated to ensure compliance and avoid penalties. One of the biggest challenges in 2025 is adapting to new advertising policies, including Google Ads gambling policy updates that set higher standards for gambling-related promotions. At the same time, mobile gaming and AI-driven personalization are shaping the future of online betting, offering both opportunities and new responsibilities for operators. Stronger focus on responsible gambling European regulators are introducing stricter measures to protect players from excessive gambling. For example, the UK Gambling Commission is implementing enhanced financial checks for high-spending players starting in January 2025. These rules are designed to ensure that gambling remains within a person’s financial limits, reducing the risk of harm. To meet EU compliance standards, operators must also follow stronger Know Your Customer (KYC) and Anti-Money Laundering (AML) procedures. Regular internal audits and improved player monitoring systems are essential for identifying potential risks and ensuring responsible gambling practices. New advertising rules and marketing restrictions Advertising regulations are becoming stricter across Europe, particularly with the new Google Ads gambling rules taking effect on April 14, 2025. These changes require gambling operators to meet higher licensing and compliance standards before running ads. Google aims to ensure that gambling promotions follow local laws and do not target vulnerable audiences. Many European countries also tighten national advertising laws, restricting how and where gambling companies can promote their services. To stay compliant, operators need to adjust their marketing strategies and ensure all adverts follow both local and international guidelines. The impact of technology on compliance Mobile gaming continues to grow, making it easier for players to access online casinos and sportsbooks from anywhere. However, this also increases the need for real-time monitoring and responsible gambling tools. AI-driven personalisation is another game-changer, helping operators deliver customised player experiences while ensuring compliance with gambling regulations. To adapt to these changes, operators should invest in advanced compliance tools, engage with regulatory authorities, and regularly update their internal policies. Partnering with industry experts like Altenar can help businesses navigate Europe’s evolving iGaming landscape and stay ahead of regulatory changes.

YouTube is ramping up its efforts to curb the spread of unregulated gambling content on its platform. It reflects its growing awareness of its responsibility in protecting vulnerable users, particularly minors, from the potential harms of unregulated gambling. By tightening its policies and enforcement, YouTube aims to create a safer environment, mitigating the risks associated with exposure to misleading or exploitative gambling adverts. The video-sharing giant announced new policies on Tuesday that prohibit content creators from verbally referring to, displaying logos of, or linking to unapproved gambling sites. Starting March 19, 2025, these guidelines will be strictly enforced, marking a significant shift in YouTube’s approach to gambling-related content. Age restrictions and community protection The updates also include stricter age restrictions; videos promoting online betting sites will not be accessible to users under the age of 18 or those who are not logged in. This move aims to shield younger viewers from content that could potentially lead them towards harmful gambling behaviors. YouTube defines unapproved gambling sites as those that do not meet local legal standards and have not been reviewed by the platform or parent company, Google. Google Ads gambling policy updates are ongoing, and these updates are multifaceted, encompassing both stricter controls and adjustments to accommodate evolving legal landscapes. We’ve strengthened our policies that prohibit content directing viewers to unapproved gambling websites or applications Boot Bullwinkle, YouTube spokesperson For quite some time, YouTube has maintained a strict ban on any material that utilises sensationalist rhetoric to assure viewers of guaranteed earnings from online betting platforms. Moving forward, any content that guarantees returns from approved gambling sites will be taken down, indicating a more rigorous application of YouTube’s regulations. In response to the rapid rise of online sports betting since its 2018 legalisation, YouTube is strengthening its controls over non-compliant gambling advertisements and videos on its platform. Although YouTube’s effectiveness in enforcing these new policies, as well as implementing new Google Ads gambling rules, remains a major concern, given the historical difficulty tech giants face in fully adhering to their guidelines, the fact that these steps are already being taken is a major step forward. These changes reflect this giant platform’s commitment to proactively address the issue of unregulated gambling content, aiming to provide a safer and more controlled environment for its users.

Starting April 14, Google will roll out a significant update to its advertising policies that will have a major impact on the gambling industry, especially for social casino and skill-based games. The new rules are poised to change the way gambling advertisements are handled, putting stricter controls on what can be promoted and who can advertise. What’s Changing with Google Ads Gambling Policy The new Google Ads gambling rules introduce key changes that will impact the industry. Mahjong adverts will be banned in certain regions, and gambling is now defined as any betting activity involving chance for a prize. Social casino game adverts must target adults, comply with regional licensing, and disclose in-game purchases. These updates could challenge operators in legal grey areas, such as sweepstake casinos. As a result, some gambling operators may struggle to meet these new requirements, potentially losing access to Google Ads—an important advertising platform. Stricter Privacy and Data Controls Google’s new gambling policy updates also include stricter privacy and data controls, aligning with UK and EU regulations like the Data Protection Act. These rules give users more control over their personal data, impacting how companies collect and use it for advertising. As a result, only licensed gambling operators can advertise through Google, ensuring compliance with local laws. UK-based casinos may need to adjust their practices, such as raising the minimum player age or removing certain offers in specific regions to meet these updated requirements. Looking Ahead: Impact on Gambling Advertising These changes mark a turning point for gambling advertisers, as they will need to adapt to new guidelines to ensure compliance. With Google prioritising user protection and privacy, the landscape for online gambling adverts is bound to shift, demanding more responsibility and transparency from operators. The Google Ads gambling policy updates will undoubtedly reshape the online advertising landscape. Operators must stay informed about these changes and adjust their strategies to comply with the new rules, ensuring their marketing efforts remain effective whilst prioritising user safety.

In recent years, the conversation surrounding Google Ads gambling policy updates has grown louder, with a sharp focus on the ethical concerns and potential harm these adverts may cause, particularly to vulnerable audiences and young people. This discussion has now moved into the digital advertising space, where new restrictions are being enforced on gambling promotions, particularly as online gaming and betting platforms grow in influence. A Response to Public Concerns The updated guidelines come as a direct response to rising worries over the normalisation of gambling, especially among younger audiences. The new rules feature stricter age verification processes and impose tighter limitations on targeting specific demographics. the public interest in watching sport without excessive references to gambling and live odds or undue exposure of viewers including children to gambling promotion Jo Setright-CEO in gambling industry Additionally, adverts are now prohibited from appearing in certain locations or contexts that could inadvertently promote gambling as a form of entertainment. Only licensed operators are allowed to advertise, with enhanced checks ensuring that these platforms meet local regulatory standards. relationships with wagering companies allow [it] to invest in robust integrity measures to monitor wagering on our game, as well as to invest back into our game at all levels An AFL spokesperson These changes have already sparked widespread discussion within the digital marketing industry, with many supporting the tighter restrictions. However, critics caution that such policies may harm the advertising revenue of legitimate businesses that depend on reaching broad audiences. There are also concerns that strict regulations could push gambling adverts to less regulated platforms, making oversight more difficult. Impact on the Industry and Future Regulation Despite the controversy, these developments reflect an increasing awareness of the need to protect public health in the age of digital advertising. Health advocates have long called for stronger regulations, and these recent policy shifts signal a growing willingness to address this critical issue. As the UK continues to grapple with the social and economic impacts of gambling, these new guidelines could mark the start of broader, more comprehensive regulatory changes. With growing concerns about gambling’s influence, especially on younger audiences, policymakers may soon introduce stricter measures to protect public health, ensuring that advertising remains responsible and regulated across all platforms.

Google has announced new rules for gambling advertisements, set to take effect on 14 April 2025. The updated policy aims to bring clearer guidelines, stronger compliance measures, and more country-specific regulations. These changes will affect advertisers, gambling operators, and affiliate marketers who promote gambling-related content on Google’s platforms. Stricter definitions and advertising restrictions Under the new policy, Google has tightened the definition of gambling-related content. Websites that directly link to online gambling services will now be considered gambling advertisers and must follow stricter rules. This means affiliate websites that previously promoted gambling services with direct links will now only be allowed to provide informational content. This means companies that advertise gambling services must hold valid licences and follow local gambling laws. Advertisers who fail to comply risk having their adverts suspended or removed. New country-specific requirements Google is also changing how it applies gambling advert restrictions based on location. Instead of broad regional restrictions, the new policy will list specific countries where gambling adverts are banned. In the UK, advertisers will still be allowed to promote gambling services, but they must comply with regulations set by the UK Gambling Commission. This includes ensuring that all ads are age-appropriate and do not target vulnerable audiences. Tighter rules for social casino games Companies that promote social casino games—free-to-play games that simulate gambling—will now face stricter regulations. Google will require certification for advertisers running these types of promotions. So that advertisers cannot mix real-money gambling ads with social casino games. Any violation of this rule will be considered a serious offence, leading to immediate and permanent account suspension. Focus on responsible gambling The goal for Google is to place more responsibility on advertisers to ensure compliance. If a gambling company loses its licence, it must immediately inform Google. Any operator found running gambling adverts without proper licensing will face account suspension. These new rules are part of Google’s ongoing efforts to promote responsible advertising while ensuring compliance with local gambling laws.