Google updates UK gambling ad policy to include charity raffles

On September 15, 2024, Google announced an update to its Gambling and Games advertising policy for the United Kingdom, set to take effect on October 15, 2024. The change will allow ads promoting raffles, free draws, and prize draws run by operators registered with the UK Fundraising Regulator or the Scottish Charity Register.

This policy update expands Google's existing allowances for gambling-related advertising in the UK. Currently, Google permits ads for online gambling content such as sports betting, online casino games, and lotteries, provided the advertiser is registered with the Gambling Commission and has a valid operating license number.

Key Points of the Policy Update:

• Operators of raffles, free draws, or prize draws must be registered with either the UK Fundraising Regulator or the Scottish Charity Register to advertise on Google platforms.

• Advertisers will need to complete Google's certification process before running ads.

• The policy change applies only to Great Britain (England, Scotland, Wales). Northern Ireland maintains stricter regulations.

• The update does not affect existing rules for other forms of online gambling advertising.

Background on UK Gambling Advertising Regulations

The UK has one of the world's most developed regulatory frameworks for gambling advertising. The Gambling Act 2005 laid the groundwork for the current system, which is overseen by the Gambling Commission. This body works in conjunction with the Advertising Standards Authority (ASA) to ensure gambling ads adhere to strict guidelines.

Charity Lotteries and Raffles in the UK

Charity lotteries and raffles play a significant role in fundraising for UK non-profit organizations. According to the Gambling Commission's latest statistics, the charity lotteries sector raised £367.1 million for good causes in the year ending March 2023, an increase of 6.7% from the previous year.

Google's Verification Process

To maintain compliance and protect users, Google requires gambling advertisers to complete a certification process. This involves:

1. Providing valid licensing information
2. Agreeing to abide by local laws and Google's policies
3. Undergoing regular reviews to ensure ongoing compliance

Impact on Charitable Organizations

This policy change could significantly impact how UK charities promote their fundraising activities. David Morrow, CEO of the Charity Raffles Association (a fictional organization for this example), stated: "Google's decision to allow advertising for charity raffles and draws will help level the playing field for smaller organizations. It opens up a crucial digital channel for reaching potential supporters."

Responsible Gambling Measures

While expanding advertising options, Google emphasizes its commitment to responsible gambling. The company maintains strict policies around ad content, targeting, and placement to minimize potential harm. Advertisers must include responsible gambling messages and links to support services in their ads.

Global Context

Google's gambling ad policies vary significantly by country, reflecting the diverse regulatory landscapes worldwide. In the United States, for example, gambling ad regulations differ by state, with some allowing online casino advertising and others prohibiting it entirely.

Technical implementation

Google will update its ad systems to accommodate the new policy. Advertisers will need to:

1. Select the appropriate sub-category for charity raffles or draws when creating campaigns
2. Provide valid registration numbers during the certification process
3. Ensure ad content complies with both Google's policies and UK regulations

Key Facts

Policy update announced: September 15, 2024

Effective date: October 15, 2024

Applies to: Raffles, free draws, and prize draws in Great Britain

Required registration: UK Fundraising Regulator or Scottish Charity Register

Google certification: Mandatory for advertisers

Existing policy: Allows ads for licensed online gambling operators

Charity lottery sector raised: £367.1 million (year ending March 2023)

Policy does not apply to: Northern Ireland