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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.


Published 12 January, 2009 by NMA Staff

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