Since Google lifted its ban on gambling related advertising, allowing it to appear against search queries in Great Britain, many big name gambling sites have started to venture into the realm of PPC.

Jason Lock, Director of Guava ( manages the agency’s PPC teams and feels that the move seems like a natural one for Google to make;

“The blanket ban on gambling related search terms 16 months ago seemed to be a bit of a knee-jerk reaction, completely at odds with the introduction of the Government’s Gambling Act, hence a U-turn has been long awaited. Thankfully Google now seem to realise that decisions of this kind need to be taken at a local level in the future.”

Google has put certain restrictions in place insisting all companies wishing to advertise through Adwords must be registered with the Gambling Commission and possess a valid operating license number. Additional terms that advertisers must adhere to include carrying a prominent link to and/or on landing pages or at the very least before any gambling takes place.

James Cashmore, industry leader, entertainment & media, Google UK assured users of the popular search engine that the adverts would be controlled:

“Gambling ads will automatically be classified as Non-Family Safe which means they will not show on any search where the user has applied the Safe Search filter."

Guava’s PPC experts are available to offer expert advice to gambling companies looking to run successful Google Adwords campaigns.

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For further information please contact:
Lotte Mahon
Marketing Manager
08700 630707

About Guava

Guava is a fresh thinking, digital marketing agency specialising in Search Marketing and Web Development in the UK. Part of the pan-European Guava group with over 200 employees, the UK division is headed up by UK CEO, Graeme Radford with offices in Berkshire and Cornwall. Current Guava clients include, Black & Decker and SkyBet.

Published on: 12:00AM on 17th November 2008