Policy Updates

Online gambling in Brazil is booming, offering economic benefits but also raising concerns about addiction and financial instability. Did you know that 86% of gamblers in Brazil struggle with debt, and 64% are close to going bankrupt? The Brazilian government now estimates 1/4 of the entire population gambles online (mostly sports bets on Soccer) and Brazilians are on track to gamble 42 billion dollars this year This in a country where GDP per capita is 10k/year pic.twitter.com/N3tPhZ9jJ3 — Saagar Enjeti (@esaagar) January 12, 2025 To tackle this, the Brazilian government has started enforcing stricter regulations to create a safer gambling environment. Brazil enforces stricter gambling rules Starting January 1, 2025, any gambling ads on sites like Google Ads must follow local laws. Advertisers need licenses from Brazil’s Ministry of Finance to ensure they’re protecting consumers. These ads also have to show risk warnings, provide help links, and promote responsible gaming. These steps are aimed at stopping fraud, encouraging responsible gambling, and building trust in the industry. The government are also shutting down illegal gambling websites, over 2,000 have already been closed. Meanwhile, licensed companies can operate temporarily whilst they finish getting their approvals. This approach helps grow the industry whilst protecting those who are at risk. Google’s adaptive policies in the UK In the UK, Google’s updates are opening up more chances for charities to advertise. From October 15, 2024, Google Ads allows ads for activities like charitable raffles, free draws, and prize draws if the operators are registered with groups like the UK Fundraising Regulator or the Scottish Charity Register. While this change gives more room for charitable adverts, it still keeps tough rules for adverts about gambling, like sports betting, online casinos, and lotteries. Advertisers need to register with the Gambling Commission and show a valid operating licence. In Northern Ireland, rules are stricter, only allowing gambling adverts for state or government-approved lotteries. Google stresses the need for advertisers in these areas to be certified. This helps ensure things are clear and follow the rules, cutting down the chance of misuse. The update focuses on balancing more advertising opportunities with strong protection for consumers.

In March 2025, the Dutch government will unveil a revamped gaming policy that addresses industry problems. The update, led by Minister Teun Struycken, addresses MP Michiel van Nispen’s worries about the differences between the competitive internet market created by the Remote Gambling Act and the monopolised land-based sector dominated by Holland Casino. The new framework seeks to foster fair competition and long-term growth by reevaluating laws for both online and offline gambling. Revising gambling policies Minister Teun Struycken is actively amending gaming legislation to address challenges of market competition in the land-based sector. The current legislative structure, which is based on a 2011 policy, may no longer be appropriate for the industry’s fast-changing dynamics. Struycken hinted that the amended strategy could include steps to encourage more competition and innovation in the land-based sector. “By March 2025, I will send my vision on the future development and objectives of gambling policy,” said Struycken. Balancing market reform and advertising regulations A government probe has raised concerns about the state’s ownership of Holland Casino, stirring debate over expanding market competition. Minister Struycken has recommended lowering the state’s involvement but has emphasised the budgetary implications. Simultaneously, negotiations are continuing over a gaming tax rise, which has raised concerns among online businesses. Struycken’s policy reforms seek to distinguish between online and offline gaming, with an emphasis on reducing harm and managing associated risks. In tandem, Google has proposed stricter gambling-related advertising policies, including the Google Ads Gambling and Betting Regulations 2025, which will require advertisers to obtain certification. These measures are consistent with the Netherlands’ efforts to tighten market regulation and consumer safety, which is especially important as the government strives to resolve discrepancies in online and land-based gaming. Clearer contrasts among advertising channels are essential for risk management, competition and promoting fair practices.

Concerns have been raised over the impact of the rapid rise in the usage of sophisticated artificial intelligence techniques, such as deepfakes, to produce incredibly realistic online betting ads on Bangladeshi social media users. According to a study by Dismislab, marketers are employing artificial intelligence (AI) techniques, including deepfakes, to produce misleading newscasts and fake quotes from well-known politicians to advertise gaming applications. Misuse of AI for deceptive advertising Since September, deepfake videos in over 140 Facebook adverts have falsely claimed that Bangladesh’s interim government, led by Chief Adviser Muhammad Yunus, finances and supports gambling apps. Some adverts are creating fake news segments mimicking real TV broadcasts. For example, one video shows a Channel 24 news anchor falsely reporting that Bangladesh had major flooding and the Yunus Foundation, with Bangar Social Casino, provided financial help to flood victims. Severe floods have struck Bangladesh. The Yunus Foundation and Bangar Social Casino have allocated five million takas to support the victims. Tanveer Ahmed, Channel 24 news anchor When Channel 24 was approached, they confirmed that the video had been altered, using Tanveer Ahmed’s footage. Tanveer Ahmed himself informed Dismislab that his footage was used for deepfake content. Another advert falsely claims that Muhammad Yunus legalised internet casinos and that Sheikh Hasina will face more jail time for underreporting casino earnings. Logos of reputable media outlets are displayed alongside these false claims. All these videos are fake, and we want to draw Meta’s attention to these matters. Apurba Jahangir, deputy press secretary to Muhammad Yunus Challenges in regulating online gambling ads Deepfake technology’s usage in online advertising raises serious issues about the dissemination of false information and emphasises the need for stronger laws and enforcement. Google’s online gambling advertising standards have comparable ramifications, so these problems are not exclusive to Meta. In areas without legal gambling regulations, Google bans online gambling adverts. However, enforcing these laws is difficult, especially in areas like Bangladesh, where regulatory control varies. More efficient regulation of gambling advertisements by these platforms could prevent the dissemination of misinformation and strengthen public confidence, both in Bangladesh and globally.

A resolute group of proponents of gambling reform is preparing to address problem gambling, one of Australia’s most urgent problems, as the year comes to an end. The battle for anti-gambling legislation is becoming a top priority for this group in the new year due to growing public concern about the effects of gaming on families and vulnerable individuals. They are sending a clear message: now is the time to act. Calling on government action Advocates are preparing a thorough campaign to increase awareness of the need for change because they are frustrated with the lack of movement on gambling reform. A national advocacy group devoted to preventing and reducing the harm caused by gaming, the Alliance for Gambling Reform, has been leading this effort. Chief Advocate Tim Costello has been outspoken in his criticism of the government’s tardiness in enacting reforms, especially with regard to advertising for gambling. Striving for gambling change In anticipation of the future, proponents are preparing to put pressure on the government to change gambling regulations. They will focus on stricter laws related to advertising and improving addiction treatment. The upcoming changes to Google’s advertising policies in 2025, including restrictions on personalised gambling ads, are expected to complement local regulatory efforts. Advocates are resolute in making 2025 a year of reckoning for gambling. For those harmed by gambling, their dedication is hope. Supporters are working together to establish ethical gaming as the future standard. With Google’s new gambling advert restrictions playing a key role, they aim to reduce gambling’s normalisation through advertising. Google advertisers can adapt their strategy by emphasising the entertainment and skill aspects of gambling, showcasing it as a legitimate recreational activity. They can also focus on creating highly targeted campaigns that comply with restrictions whilst appealing to responsible adult audiences, ensuring continued engagement within the new regulatory framework.

The Competition Commission of India (CCI) is investigating Google for alleged anti-competitive practices following a complaint by WinZO, an Indian online gaming platform. WinZO accuses Google of unfairly restricting real-money gaming (RMG) apps on the Play Store, forcing users to sideload them. This, they claim, harms revenue and reputation due to Google’s malware warnings deterring downloads. WinZO’s complaint highlights Google’s restrictions on RMG apps, linked to gambling-like mechanics and compliance with gambling-related policies. The CCI is assessing whether Google’s policies abuse its dominant market position under Indian competition law. A ruling against Google could result in significant policy changes, opening opportunities for other players in the gaming industry. These restrictions also impact advertisers, as platforms like WinZO struggle to effectively reach audiences, limiting ad campaign success and ROI. Ambiguity in Google policies Industry experts have also raised concerns about the lack of clarity in Google’s Play Store policies, particularly regarding compliance requirements for real-money gaming apps. This ambiguity creates challenges for developers seeking to navigate regulatory and platform-specific guidelines, potentially discouraging innovation in the gaming sector. Critics argue that transparent and consistent policies would help ensure fair competition while boosting trust among developers and advertisers alike. This investigation parallels Google’s scrutiny in the UK, where the Competition and Markets Authority or CMA examined monopolistic behaviours. While the agency closed its investigation, it plans to address these issues under the upcoming Digital Markets, Competition, and Consumers Act (DMCCA). The case in India may influence Google’s global gambling advert policies, including anticipated updates for next year. India’s growing gaming market India, with over 400 million gamers, represents a booming market. However, restrictive policies hinder both app distribution and advertising. Aligning Play Store and ad policies could benefit platforms like WinZO by enabling broader advertising access and supporting the gaming ecosystem’s growth. The CCI’s findings may set a global precedent, encouraging fairer practices and greater competition. A fair ruling could push Google to harmonise its app and ad policies, ensuring compliance while fostering innovation and competition in digital markets worldwide.

A new lawsuit has been filed against tech giants Google and Apple, alleging their involvement in the distribution of illegal gambling software across New Jersey and other states in the United States. The lawsuit, filed on November 27, 2024, targets Apple and Google’s involvement in hosting casino and sweepstakes apps, a growing industry embroiled in controversy due to strange operating models and regulatory variations. Manipulative practices and unlawful enterprise The legal documents assert that these platforms engage users with “Game Coins” for play and offer “Sweeps Coins”, which are allegedly redeemable for cash and prizes but frequently withhold payouts based on arbitrary reasons. The primary complainant, Julian Bargo, alleges that his financial wellbeing has been severely impacted by the exploitative methods used by these sweepstakes casinos. This particular case is noteworthy for its reliance on the federal RICO Act (Racketeer Influenced and Corrupt Organisations), alleging that Google and Apple are operating in conjunction with a long-standing criminal syndicate. The lawsuit has brought attention to lawmakers’ initiative to introduce regulations on online sweepstakes gaming via the Model Internet Gaming Act. In contrast, industry leaders like Australia-based Virtual Gaming Worlds have thrived in this market. Revenue figures and sponsorships With net earnings totalling £254 million in 2023, as per information provided by iGaming Business, Virtual Gaming Worlds was able to invest in prestigious sponsorship opportunities and team up with influential celebrities for promotional purposes. Platforms that offer sweepstakes casinos have achieved impressive financial gains, highlighting the high stakes at play economically. While critics argue that social casinos essentially turn smartphones into unregulated gambling devices, most platforms appear to operate within current applicable laws, which vary by state. Unlike traditional brick-and-mortar casinos, sweepstakes operators successfully evade paying gaming taxes and often establish their operations in jurisdictions outside of the country. This legal action has brought into focus the role that prominent tech corporations play in allowing and potentially profiting from the operations of these unregulated gaming platforms.

The computer giant Google has revealed plans to lift its ban on targeted and tailored advertisements for social casino games, a move that is expected to cause a stir in the online gaming industry. This transition would enable social casino operators to post adverts on popular websites and apps, increasing revenue. As part of a larger overhaul to its advertising standards, this decision is expected to reshape the environment for both advertisers and consumers, providing greater chances for targeted marketing. The decision is expected to boost competition in digital advertising, particularly gaming. Casino ads return; NHL players face backlash Google will remove social casinos from its restricted “gambling” category on December 4, 2024, allowing operators to place targeted advertisements on popular websites and applications. This maneuver is applicable to a number of social casino games, such as roulette, poker, and slots. According to a survey conducted by The Athletic, since sports betting became legal in the United States, almost one-third of NHL players have encountered more harassment related to the activity. Abusive comments, such as requests to return lost wagers or even threats of death, have been widespread. This increase in animosity draws attention to the negative and harmful aspects of sports betting’s expanding power. Implications of Google’s advert policy change Google may increase problem gambling as a result of its decision to lift the restriction on social casino adverts, but it will still police its Personalised Ads policy and suspend or warn users who violate it. All businesses will be able to run customised adverts in 2025 when Google’s advertising guidelines are completely relaxed, which includes this adjustment. It is anticipated that the online gambling sector will gain from social casino operators’ improved ability to target adverts, which will boost player engagement, income, and industry expansion worldwide.

Aiming for a 2025 schedule rather than 2024, Australia has delayed its proposed revisions to gambling advertising regulations. Some authorities have acknowledged delays, citing issues in the Senate and worries in the sports community, despite earlier promises of improvements made by ministers, notably Communications Minister Michelle Rowland. As we have seen in the past, bad policy design leads to bad outcomes, which is why it’s important that we get these reforms right a spokesman for Communications Minister Michelle Rowland Anika Wells, the minister of sport, stressed the need for further time to address dissenting views, while Andrew Leigh highlighted the challenges of obtaining the required political backing to enact the law. Government delays prompt criticism on reforms The Australian government’s inaction on important topics has been openly criticised by independent politician Andrew Wilkie. He has specifically called attention to the government’s inability to sufficiently address Indigenous concerns after the Voice vote. Wilkie has been frustrated by the lack of progress in resolving systemic injustices in Indigenous communities. The government’s lack of courage in tackling lobbying reforms was attacked by Senator David Pocock, who emphasised the importance of openness and public confidence. One hour before and after live sports, gambling advertisements are proposed to be banned. a comprehensive ban on all forms of advertising for online gambling, to be introduced in four phases, over three years, commencing immediately The standing committee on social and legal policy affairs Reducing the visibility of betting advertisements on television is the goal of other proposals. But as of right now, the government is unsure of the specifics and has no intentions to outright forbid gambling adverts on TV or radio. Discussions surrounding these concepts are ongoing, and further information is anticipated. Conclusion The delay in Australia’s gambling advertising reforms allows Google Ads for gambling to continue under current rules, maintaining access to broad advertising opportunities for now. However, emerging proposals for phased advertising bans and stricter regulations indicate potential future restrictions that could significantly impact targeting, content, visibility, and compliance costs for gambling-related campaigns. Advertisers should proactively monitor developments, thoroughly assess the impact on Google Ads strategies, and adapt campaigns to comply with evolving policies effectively.