Search engine Google has changed its no gambling adverts policy for UK AdWords users. The unexpected move means online casinos and gaming sites licensed in the United Kingdom will now be allowed to advertise in the sponsored search area of the Google results pages in England, Scotland and Wales. The AdWords ban on gambling has not been lifted in any other territories. The changing PPC policy is expected to lead to an online gold rush with casinos and bingo operations racing to get their brand into the sponsored search results. Read More About PPC Gambling Ads on Google

Only licensed gambling sites will be allowed to advertise on Google – this is potentially bad news for Yahoo which has allowed ads for bingo and the like into its pay per click results for some time. With Google announcing strong profits a few days ago, it’s unknown how Yahoo will react and if they intend to make any advertising changes in response.

The PPC ads will be subject to some restrictions such as a parental control mechanism to allow households with underage children to block the adverts from being displayed. Despite these limitations, the online gaming industry, said to be worth around £100 million a year, will be able to cash in on the policy change thanks to this unexpected new access to search marketing platforms.

Google said they have been reviewing the gambling ban for some time and will change legislation where appropriate to reflect cultural and local identities.

If you’re an online casino or bingo site looking to take advantage of the change to advertising regulations, contact Top Position to get your PPC advert online today. Call us on 0800 094 9001 or fill in this form.