Google updates Gambling and Games Policy in France

Google is making significant changes to its Gambling and Games policy in France, effective January 22, 2024. The most notable change is the removal of the reference to online casino. This means that advertisers will no longer be able to promote online casinos using Google Ads.

This policy update will have a significant impact on marketing professionals in France who are working with gambling companies. They will need to be aware of the new requirements and make sure that their ads are compliant.

Google will still allow ads promoting the following types of gambling:

• Online gambling
• Online bingo
• Sports betting
• Lotteries

Gambling aggregators, which are sites that provide information about or a comparison of other gambling services, will also be allowed to run ads. However, they must comply with the following requirements:

• They must be registered with the Autorité Nationale des Jeux (ANJ)
• They must have a valid operating license number
• They must operate on a ".fr" domain
• They must display a warning on the landing page against excessive or pathological gaming
• They must provide a link to the ANJ's help and information system

What are the requirements for advertisers?

In order to run ads promoting gambling in France, advertisers must meet the following requirements:

• They must be registered with ANJ
• They must have a valid operating license number
• They must operate on a ".fr" domain
• They must display a warning on the landing page against excessive or pathological gaming
• They must provide a link to the ANJ's help and information system
• They must apply for certification from Google