Policy Updates

A new trade group for social casino-style operators is trying to reframe the sweepstakes model just as regulators and major tech platforms escalate their scrutiny of online gambling. The Social Gaming Leadership Alliance has introduced Social Plus as a fresh label for games that use virtual coins and sweepstakes promotions to offer cash prizes. The initiative lands in the middle of a clampdown that includes Minnesotas move against dual-currency casino sites and a policy shift at Google that cuts off a key advertising channel. Together with a wave of state-level bans and proposed prohibitions, these actions raise questions over whether a marketing reset can meaningfully change how authorities classify the products. Google advertising shift hits sweepstakes On October 28, 2025, Google quietly updated its Gambling and games rules, inserting language that treats sweepstake casinos as outside the social casino category and subject to stricter gambling advertising standards. Under the revised Google policy, platforms that let players redeem tokens for real-world value can no longer rely on social-game certification to buy search or display ads. For sweepstakes operators that built their growth on low-friction search marketing, the change removes the worlds largest ad network as a routine acquisition channel. The alliance argues that Social Plus games are free to access, rely on optional purchases, and include adult-age checks and responsible-gaming tools. But Googles framework prioritizes redemption mechanics over branding, which pushes operators toward affiliates, influencers, and other channels instead. This shift is especially meaningful in a landscape where PPC gambling and PPC casino campaigns have long driven growth and user acquisition. States challenge Social Plus model Regulatory pressure is mounting in state capitals as well. On November 5, 2025, Minnesotas attorney general sent letters to 14 websites, including several prominent sweepstakes casinos, ordering them to stop serving residents by December 1, 2025 under state gambling and consumer-protection laws. State officials argue that presenting cashable sweepstakes coins as harmless entertainment obscures the legal reality of unlicensed internet gambling. The alliance promotes Social Plus as a standard that limits access to adults 21 and older and commits members to identity verification, data-security controls and responsible-play safeguards. Yet multiple jurisdictions have fully banned sweepstakes casinos, including California, Connecticut, Montana, New Jersey and Washington, while New York awaits a signature on its own prohibition bill, a picture captured in a national state tracker.

Google will allow sports betting and Daily Fantasy Sports promotions on the Google TV Masthead in the United Kingdom and Brazil starting November 13, 2025, expanding access to a highly prominent connected-TV placement. The change, outlined in a policy update, specifies that the United Kingdom rollout excludes Northern Ireland and requires adherence to the Gambling and games policy. The Google TV Masthead appears in the first slot of the feature carousel on the home screen, giving licensed operators a top-of-funnel reach that had been limited in some markets. The move follows an April 30, 2025 expansion that enabled similar ads on Google TV in the United States. Google TV Masthead rules in the UK and Brazil The update permits sports betting, including Daily Fantasy Sports, to run in the Google TV Masthead so long as advertisers meet all country-specific legal obligations and Google certification. It also opens a compliant route for PPC gambling in this premium placement. In Great Britain, operators must be licensed and include responsible-gambling messaging; in Brazil, authorization under national regulations is required. Geo-targeting must reflect the United Kingdom exclusion of Northern Ireland. Placement rules and technical standards still apply. Creative assets must pass quality checks and comply with all Google Ads policies in addition to masthead requirements. Because the Masthead is the first impression a viewer sees, the inventory is positioned for brand awareness rather than direct response. Actions for UK and Brazil advertisers Advertisers should verify eligibility and complete certification before submitting creative. A clear match between licensed brand, landing page, and targeting is essential, as is age-appropriate delivery and avoidance of minors. For the United Kingdom, campaigns should explicitly exclude Northern Ireland to respect the geographic limitation. Marketers planning campaigns around November 13, 2025 can incorporate this channel into broader connected-TV plans. Integrating this strategy within the larger Google Ads gambling ecosystem may enhance reach while maintaining regulatory compliance. Linking flighting to major sports calendars may maximize awareness, while tracking lift with brand studies can quantify impact. The combination of prominent placement and stricter compliance controls suggests incremental reach for regulated operators without loosening safeguarding standards.

Denmark’s parliament, led by Tax Minister Ane Halsboe-Jørgensen, has approved a sweeping reform aimed at tightening the rules on gambling advertising. Under the new measures, gambling promotions will be banned during live sports broadcasts, including ten minutes before and after each event. The rule covers on-screen odds, stadium signage, and broadcast sponsorships. Halsboe-Jørgensen stated that the reforms address a growing public-health concern, with national data showing an increase in gambling-related harm among both adults and young viewers. The new limits also extend to online platforms, restricting Google Ads casino and PPC gambling campaigns from targeting audiences around real-time sporting content. Ads near schools and transport hubs Beyond broadcast restrictions, the legislation introduces physical advertising limits designed to reduce exposure among children and adolescents. Gambling ads will be prohibited within 200 meters of schools, educational institutions, and youth facilities. The ban also applies to public-transport networks, including buses, trains, and metro stations. The government’s goal, Halsboe-Jørgensen emphasized, is to “shift the culture around gambling marketing” and ensure that betting is treated as an adult leisure activity, not a normalized backdrop to everyday life. The Spillemyndigheden, Denmark’s Gambling Authority, will be responsible for monitoring compliance and coordinating enforcement actions with consumer-protection agencies. Stronger oversight and enforcement The legislation grants Spillemyndigheden greater authority to combat illegal operators and enforce advertising standards across digital channels. Licensed operators must clearly display responsible-gaming messages and verify that all promotional content excludes individuals under 25 years of age. Non-compliant advertisers may face fines or restrictions on future campaigns. Industry participants are already adjusting their marketing strategies to align with the new framework, with many scaling back event-linked casino campaigns and influencer partnerships. The full advertising restrictions are expected to take effect no later than January 2027, marking a significant shift toward a more tightly regulated gambling environment in Denmark.

The Advertising Standards Authority (ASA), UK’s independent advertising regulator, has upheld a complaint against Betway Ltd after a YouTube pre-roll advertisement featuring Chelsea FC supporters was found to breach national advertising codes. The decision, published on 22 October 2025, stated that the ad was likely to strongly appeal to under-18s. The video, part of a Betway Rewards campaign first seen in May 2025, showed fans waving scarves and celebrating in a packed stadium, a depiction the ASA said could glamorise gambling among younger viewers. The regulator ordered the video removed from circulation, stating that it “must not appear again in its current form.” Betway, a global online betting and gaming operator licensed in multiple jurisdictions, argued that the ad accurately reflected prizes from its official partnership with Chelsea FC and complied with sponsorship obligations. Digital advertising under greater scrutiny The investigation focused on the ad’s placement on YouTube and highlighted the limits of its age verification, which relies largely on self-reported data. Such systems fail to adequately restrict minors from viewing gambling-related content. The case also renewed concerns about the visibility of gambling advertising within Google’s wider ad network. YouTube sits within this ecosystem, which delivers PPC gambling ads where automated targeting tools can inadvertently place gambling content near sports or entertainment videos popular with younger audiences. Regulators warned that such overlap can blur the line between sports fandom and exposure to gambling marketing. The ruling followed Google Ads gambling policy updates introduced earlier in 2025, which tightened rules for advertiser certification and age targeting. Yet enforcement remains inconsistent, especially on platforms with large youth audiences and shared-device usage. Stricter rules for gambling ads Betway said its campaign was aimed at adult customers, but the ASA concluded that presentation and context outweighed intent. The decision marks a tightening of oversight on gambling marketing linked to sponsorships. The ASA stressed that both advertisers and digital platforms are responsible for ensuring gambling ads reach verified adults. It called for stronger audience controls and closer cooperation between operators and tech companies to maintain responsible standards. By holding a major brand accountable, the ASA signalled that responsible advertising is now a mandatory benchmark for digital marketing. The ruling is expected to influence how gambling content is promoted across the Google Ads network and other online platforms.

The Cross River State government of Nigeria has introduced the Cross River State Lotteries and Gaming Agency (CRSLGA) Law 2025, giving its gaming regulator the authority to collaborate with technology companies, including Google, to remove illegal gambling content and block paid promotions from unlicensed operators. During a media briefing on October 8 in Abuja, Director-General Michael Eja said this law closes the gap that allowed offshore betting sites to advertise freely through digital channels. Enforcing compliance in digital gambling ads The new framework empowers the CRSLGA to issue takedown requests, restrict digital gambling ads, and collaborate with Google for enforcement. Licensed betting companies in Cross River can now launch targeted Google Ads gambling campaigns and PPC casino ads, while unlicensed operators risk ad removal and legal action. Eja said the reform creates a fairer environment for compliant businesses and protects consumers from deceptive platforms that exploit online advertising loopholes. By establishing clearer standards for paid digital gambling campaigns, the law strengthens shared accountability between regulators and technology companies. Unified regulation across Nigerian states Cross River has joined the Federation of State Gaming Regulators of Nigeria (FSGRN), adopting a single-licence reciprocity model. Operators can now function across multiple states with one permit, while contributing to shared state revenue. From 2026, an 11 percent levy on gross gaming income and an annual fee of ₦100 million (around US $68,000) per operator will apply. Strengthening oversight and public trust To uphold transparency, CRSLGA will perform regular audits and publish advisories to help betting firms maintain compliance. Public lists of approved and banned operators are expected to follow, helping players identify legitimate gaming sites. Cross River’s model reflects a growing trend in African markets where state regulators integrate technology oversight with advertising control, setting a new benchmark for responsible online gambling regulation.

Italy’s communications authority, AGCOM, has fined Google €750,000 (around IDR 11.4 billion) for allowing gambling-related content to appear on YouTube in breach of the country’s strict advertising rules. The regulator also fined Top Ads, the creator and uploader of the content, €700,000. The ruling followed the discovery of numerous YouTube videos promoting online casinos and betting services, all prohibited under Italian law. AGCOM ordered both companies to remove the videos and prevent similar uploads in the future through a “notice and stay down” order. Legal foundation under the Dignity Decree The penalties are based on Article of Italy’s Dignity Decree, which bans all direct and indirect gambling advertising. The law applies to all forms of media, including online platforms. AGCOM stated that Google was partly liable because YouTube’s advertising system financially benefited from these videos. The regulator also highlighted Google’s verified partnership with Top Ads, suggesting a level of responsibility for monitoring the content distributed through its platform. Broader crackdown on digital platforms The case is part of a broader crackdown by Italian regulators on online gambling advertising. In December, AGCOM fined Google another €2.25 million for additional breaches, while Twitch received a €900,000 penalty for hosting similar content. Social media platform X was also fined €1.35 million for gambling-related promotions shared by verified accounts. These fines underline Italy’s determination to curb PPC gambling, PPC casino, and PPC betting activity across international advertising networks. Legal appeals and EU questions Google has contested the fines in Italian courts. In one case, the Lazio Regional Administrative Court overturned an AGCOM decision, ruling that Google acted as a hosting provider and therefore could not be held fully liable. The issue has now reached the European Court of Justice, which will decide whether Italy’s national ban conflicts with EU rules on the free movement of digital services and whether platforms lose their liability protection when they profit from illegal ads. Implications for advertisers and platforms This case signals that regulators are tightening oversight of Google Ads gambling campaigns and similar digital promotions. Platforms that profit from restricted advertising face the risk of shared liability. Across the region, advertising platforms and affiliate marketers are being urged to review their compliance systems, improve regional monitoring, and remove any content that breaches local gambling laws. Italy’s approach is now viewed as a model for regulating digital gambling ads.

Apple, Google, and Meta must confront a series of lawsuits accusing them of profiting from illegal gambling apps that allegedly harmed users’ mental health. U.S. District Judge Edward Davila ruled that the companies cannot dismiss the cases under Section 230 of the Communications Decency Act, which usually protects online platforms from liability for third-party content. The decision represents a major setback for the firms, as it argues that their involvement in payment processing moves beyond the role of neutral hosts. The lawsuits, first filed in 2021, seek compensatory and treble damages, though no exact figures have been disclosed. Judge rejects immunity defense In his ruling, Judge Davila stated that processing and facilitating payments for casino-style apps could make Apple, Google, and Meta accountable for user losses. The court determined that their financial participation disqualified them from immunity, since their activities extended to enabling the transactions that sustained the gambling ecosystem. While consumer protection claims were dismissed in California, other states may continue to pursue such arguments. The companies are expected to appeal the decision to the Ninth Circuit Court of Appeals. Legal experts note that this case could set a precedent for how far Section 230 immunity extends in situations where platforms are not only distributing apps but also profiting from user engagement. Critics argue that the firms benefited by charging fees on in-app purchases, while failing to safeguard vulnerable consumers. Some claims also highlight that casino-style gaming was promoted through advertising models such as Google Ads gambling, increasing accessibility for users at risk. Broader implications for tech companies The outcome of the case may have broad implications for how digital platforms handle apps that blur the line between entertainment and gambling. If courts ultimately hold the companies liable, it could reshape how app stores and social media platforms screen developers and manage in-app transactions. Observers also suggest that stricter rules around payment processing and oversight of PPC gambling ads may follow, with regulators watching closely for consumer protection violations. The three tech giants have not yet provided detailed public responses, but their legal teams argue that responsibility should lie primarily with app developers. For plaintiffs, however, the focus remains on how the firms allegedly profited from activities that some courts have likened to unlicensed casinos. With growing pressure from consumer advocates and regulators, the lawsuits could redefine accountability standards for the tech industry.

YouTube has strengthened its rules on gambling-related content, introducing new restrictions that have significantly affected poker and sports betting channels. Since March 19, 2024, the platform has implemented stricter measures, including removing ads, limiting visibility, and imposing age restrictions on videos that reference gambling. The policy aims to protect younger audiences from exposure to online betting. However, its broad application has unintentionally harmed creators producing educational and analytical content rather than promotional material. Consequences for creators and affiliates Poker educators and betting analysts have reported steep declines in visibility and revenue, with some videos losing up to 90% of ad income. Automated moderation tools have frequently failed to distinguish between promotional content and tutorials on strategy, bankroll management, or tournament analysis. This misclassification has left creators such as Kevin Martin and Nick Eastwood struggling to maintain their channels. Affiliates are also facing new challenges. Many rely on visibility to promote brands through models such as PPC gambling campaigns, but the stricter policies now limit exposure opportunities. As a result, affiliates are reassessing their strategies, exploring content that emphasizes gambling regulations, responsible play, and general gaming culture while avoiding material that could be flagged as advertising. Calls for clearer guidelines and alternatives Content creators have urged YouTube to provide clearer and fairer enforcement. They argue that human review should play a larger role in the appeals process to prevent automated errors from penalizing legitimate educational videos. Some have suggested that age verification would be a more targeted and effective safeguard than blanket restrictions. In the meantime, several creators are diversifying their platforms. Twitch, Kick, and poker-specific websites are emerging as alternatives for distributing content without the same restrictions. Yet, the loss of reach on YouTube remains a major setback, particularly for those who relied on the platform’s scale and advertising systems, including Google Ads gambling campaigns, to support their work. While the intention behind YouTube’s policy is to shield young audiences, its wide-ranging application continues to raise concerns among creators and affiliates about fairness, revenue sustainability, and the future of poker and sports betting content online.

The global gambling industry is experiencing substantial setbacks as leading digital platforms implement stringent advertising restrictions. Google, Meta, and TikTok have all enforced zero-tolerance policies, collectively reducing the industry’s advertising reach by $208.6 billion. These changes are primarily driven by regulatory pressure and growing public concern over gambling promotion, particularly to younger audiences. As a result, operators must now navigate more complex compliance landscapes while revising their marketing strategies. Regulatory changes reshape industry operations In 2025, digital platforms intensified verification processes and content restrictions for gambling advertisements. Google paused new certifications for Australian operators in August, while Meta now requires manual review for all gambling campaigns under enhanced verification rules. TikTok, in a voluntary move, banned all real-money gambling ads in markets like the Philippines, leading to a 55% decline in new account registrations in Spain and the Philippines. These measures have forced operators to reassess traditional acquisition channels and adopt more diversified strategies to retain competitiveness. Across European markets, compliance complexity has surged, compelling operators to invest in guidance and technology to manage multiple jurisdictional requirements. In the Asia-Pacific region, governments are favoring voluntary agreements with international platforms instead of formal legislation, though Australia plans a three-year rollout of stricter rules targeting online and social media advertising, with 76% public support. Brazil’s online betting sector is also shifting toward traditional media as digital restrictions tighten, with DraftKings maintaining a strong Q2 performance despite the constraints. Strategies for adaptation and resilience Operators are increasingly focusing on PPC betting and Google Ads gambling campaigns while enhancing compliance and programmatic advertising capabilities. Investments in compliance technology enable swift adaptation to evolving regulations, reducing the need for manual oversight. Companies that diversify their acquisition strategies and maintain robust regulatory frameworks are better positioned to secure competitive advantages as platform restrictions continue to grow. The industry is witnessing a fundamental shift: reliance on conventional platform ads is becoming riskier, and operators prioritizing regulatory preparedness and operational resilience are likely to emerge as market leaders. As 2025 unfolds, maintaining strategic flexibility and compliance excellence remains critical for sustaining growth in an increasingly restrictive advertising environment.