UNITED KINGDOM -- As reported by New Media Age: "Google is to further relax its policy towards gambling advertising by allowing gambling-affiliated companies without a UK gaming licence to bid on AdWords.
"The company performed a major U-turn in October by lifting its restrictions on gaming and gambling search terms, but only applied it to those companies that had a valid UK gaming licence.
"New media age understands the search giant will now allow any company, subject to approval, that has a valid connection with gaming or gambling to run Google AdWords campaign.
"This will apply to third-parties such as affiliates without a license that drive traffic to gambling sites or betting odds comparison sites.
"Google's move is intended to further drive AdWords revenues; gambling experts predicted Google's about-turn in October could generate additional revenues of up to £300m..."