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Google is to further relax its policy towards gambling advertising by allowing gambling-affiliated companies without a UK gaming licence to bid on AdWords.
The company performed a major U-turn in October by lifting its restrictions on gaming and gambling search terms, but only applied it to those companies that had a valid UK gaming licence (nma.co.uk16 October 2008).
new media age understands the search giant will now allow any company, subject to approval, that has a valid connection with gaming or gambling to run Google AdWords campaign.
This will apply to third-parties such as affiliates without a license that drive traffic to gambling sites or betting odds comparison sites.
Google’s move is intended to further drive AdWords revenues; gambling experts predicted Google’s about-turn in October could generate additional revenues of up to £300m.
Last month new media age revealed Google’s decision to allow spirit brands to run AdWords campaigns (nma4 December 2008).
Google was unavailable for comment as nma.co.uk went to press.