Google to Re-Allow Online Gambling AdWords in UK

October 16 - After the US Department of Justice cracked started crackling down on online gambling in 2004, the world's # 1 search engine Google announced that it would no longer allow online gambling-related websites to advertise via its AdWords service anywhere in the world - not until now at least.

Google's anti-online gambling policy reverberated across the world as a large number of online gambling operations (and related websites) relied heavily on Google AdWords to promote their services. With AdWords no longer an option, most companies were forced to promote their services in other ways.

However, the good news is that now Google has changed its advertising policy to once again allow the advertising of online gambling via its AdWords, but only in the United Kingdom - where online gambling is lawful and regulated - and only to companies that are registered with the UK Gaming Commission.

These UK-based online gambling firms will be allowed to target text-based ads to Google users based in England, Scotland and Wales. In addition, non-UK advertisers based within the EU aiming to target Great Britain can also purchase AdWords provided they are licensed to advertise online gambling.

Said James Cashmore of Google UK, 'We are hoping that this change will enhance the search experience for users and help advertisers connect with interested consumers. Google will however continue to prohibit online gambling-related advertising on its various websites outside of the United Kingdom.'

The move is expected to generate up to 100-million pounds per year (R1.65-billion) in additional revenue for the search engine. With so much money at stake, online gambling experts expect a keyword bidding war in the UK, as companies scrabble to snatch the top keyword spots in Google UK.

The AdWords will be classified as 'Non-Family Safe' which means that they will not show up if a user has applied Google's 'Safe Search Option'.

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