Google has revised its advertising guidelines for sports betting in Ontario in preparation for its launch on April 4.

Searching forOntario sports betting Accessing information is about to become significantly simpler.

This update is a result of Google modifying its advertising policies concerning gambling in Canada, which will enable operators to connect with a broader audience just ahead of Ontario's planned rollout on April 4.

The updated regulations from the California-based tech giant specifically permit gambling entities to promote their mobile and online services, provided they have received Google's certification.

This change allows any sports betting and iCasino providers licensed by the Alcohol and Gaming Commission of Ontario, including the provincial lottery, to advertise through the popular search engine.

To date, a total of 25 operators have been granted sports betting licenses by the AGCO, including notable names such as:BetMGM Ontario , theScore Bet, 888, Bet365 and FanDuel.

What Are Google’s Advertising Restrictions?

While Google’s latest decision opens the door for certain forms of gambling advertisements, it also maintains restrictions against businesses promoting bonuses, incentives, or credits, as these are not allowed under Ontario's gaming laws.

Every eligible operator must include easily accessible links for self-exclusion on their websites, and any online games that involve wagers or payments to win a greater monetary prize are also banned.

Moreover, Google prohibits social casino games that allow participants to win real money or prizes based on gameplay results, as well as advertising of locations offering 'real money gambling'.

"We advocate for responsible gambling advertising and adhere to local laws and industry guidelines, which is why we restrict certain types of gambling advertisements. Ads related to gambling are permissible if they meet the outlined policies and the advertiser has the required Google Ads certification,\" the Google advertising policy states. \"Gambling ads need to target designated countries, have a landing page with information regarding responsible gambling practices, and must not target underage individuals. Verify local regulations for your targeted regions.\"

Google's recent changes are reminiscent of their actions prior to the online sports betting launch in New York in January.

Who has Obtained Approval for Ontario Sports Betting

As indicated on the Alcohol and Gaming Commission of Ontario's website, the online gaming platforms that will be operational in the legal market starting April 4, 2022, include: