Google Expands Targeting Rules for Gambling Ads on YouTube

Google has expanded targeting permissions for gambling ads on YouTube in the United States, the United Kingdom and Canada. From October 30, eligible advertisers will be able to use Google's predefined audience categories when promoting gambling products.

The change follows an earlier October regulation that expanded certified gambling operators' access to YouTube Masthead placements. License and certification requirements, along with restrictions on the use of sensitive personal information and on targeting young audiences, remain in effect.

The policy distinguishes audiences created by Google from those created by advertisers. Gambling businesses can use Affinity and in-market audiences, location targeting and some demographic options. However, they cannot upload customer databases or use player information for personalized remarketing. Customer Match, Your data segments, Audience expansion and Lookalike segments are not among the permitted methods in the sensitive gambling category.

Custom segments are also unavailable for sensitive ads and landing pages in most campaign types. Display campaigns are an exception, but in those, delivery is limited to non-sensitive audiences or contextual targeting. Google has also banned targeting based on health information linked to harm caused by gambling.

Google also classifies prediction markets within the sensitive gambling ad category. Advertisers in this sector must meet separate eligibility requirements before promoting their products. The company requires advertisers to hold applicable local finance, commodity or gaming licenses. The current approval framework covers CFTC-approved exchanges and NFA-approved intermediaries that provide access to products listed on a specific exchange. Connecticut, Michigan, Nevada, New York and Ohio are outside this scope. The United Kingdom and Canada are not among the approved prediction market advertising regions.

Google also bans binary options ads that offer either a fixed payment or nothing, depending on the price movements of a financial asset.

These rules come amid ongoing disputes over whether event contracts on prediction markets fall under financial regulation or gambling law. Federal regulators have objected to Utah's attempt to apply its state gambling laws to these products.