Google has adjusted its Canadian policy to allow provincially-licensed brands such as those registered with the Alcohol and Gaming Commission of Ontario (AGCO) to advertise on Google platforms.

The updated policy notes that Google will allow for advertising of online non-casino games by regulated operators, effectively shutting o the grey market.

Online gambling advertising will be allowed with limitations. Google allows ads promoting lottery games operated by government-run entities and permits ads promoting sports betting and online casino products operated by provincially licensed entities in certain provinces where legal, such as Ontario.

However, it does not allow advertising for social casino game destinations that offer gambling or games where the opportunity exists to win real money or prizes based on the outcome of the game, or for “real money gambling” destinations including gambling-related advertisements that appear on an operator’s social casino games destination.

Google ads may be especially important for operators given the other restrictions on advertising in the market. Operators cannot promote bonuses or sign-up offers via public advertising, only on their own websites.

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Advertisers must also be certified with Google. Privately licensed operators in legal jurisdictions such as Ontario’s soon-to-open internet gaming market can fill out an online gambling application form.

Google also stipulates that any gambling advertising must target only approve countries and jurisdictions and must link to a landing page that displays information about responsible gambling, as well as adhering to specific local regulations.