Google has formally revised its Gambling and Games policy, making an official clarification that sweepstakes casinos are not to be considered social casino games. While this may seem like a minor technical change, it carries significant implications for the way these platforms can market, advertise, and position themselves online.

This policy decision effectively draws a firm boundary between what Google classifies as benign "social gaming" and what it now views as a form of gambling. For sweepstakes operators, particularly those targeting players in the United States, this new definition could entirely reshape their strategies for reaching customer.

From Google:

We only allow advertising of social casino games in the countries listed below, where the requirements listed below are met and where the advertiser holds a Google Ads certification for Social casino games. An account may be certified for either social casino games or online gambling content. In order to advertise both, you will need separate accounts. Learn how to apply for certification.

Social casino games are online simulated gambling-style games where there is no opportunity to win something of value.

Not supported Promotion of content which itself directly promotes engagement in social casino games, such as aggregators or affiliates, is not allowed

Supported Promotion of social casino games

Examples of games that are not social casino games: Sweepstake casinos

In order to receive and retain Google Ads certification, you must comply with the requirements below:

  • Games must include a disclaimer that they are only intended for users over legal gambling age and must not target minors.
  • The advertiser must hold a valid local license for distribution of their games in the targeted country, where applicable.
  • Games must include statements that they aren’t offering or promoting real money gambling and are not providing prizes of real-world value.
  • The advertiser must disclose on the landing page or ad if a game includes in app purchases.
  • Ads, sites, or apps must not use logos, names, or marks associated with real-money gambling brands
Read more here: https://support.google.com/adspolicy...2179?hl=en#107