About the beta
Around March, AdWords will begin supporting ads for social casino games as part of a limited beta program. This beta will be supported in English only and will include only ads, sites, and apps in English. At this time, we're inviting existing AdWords advertisers to apply to participate in the beta."Social casino games" are simulated gambling games where there is no opportunity to win anything of value (such as money or prizes). Examples include, without limitation, poker, slots, bingo, lotteries, sports betting, betting on races, as well as other card games and casino games.
Eligibility requirements
Here are the eligibility requirements if you want to apply to participate in the beta:- You are the operator (or an agency representing the operator) of such social casino games (aggregators and affiliates will not be accepted).
- You are an existing AdWords customer with a good history of complying with our policies (advertisers with previous policy violations may not be accepted).
If you do meet these requirements, all sites and apps that you wish to promote as part of the beta need to meet these additional requirements:
- Ads, sites or apps must not contain or link to any destination offering gambling or games where money or other items of value are paid or wagered in exchange for the opportunity to win real money or prizes based on the outcome of the game. This includes gambling-related advertisements that appear on your social casino games site or app.
- Sites and apps must be clearly distinguishable from any "real money gambling" that your business may offer on another domain.
- Clearly and prominently inform users of the following:
- The games are intended for an adult audience.
- The games do not offer "real money gambling" or an opportunity to win real money or prizes.
- Practice or success at social casino gaming does not imply future success at "real money gambling."
Please allow up to 2 weeks for the processing of your application. Given the limited nature of this beta program, we may not be able to include all advertisers who apply, even if they satisfy the eligibility requirements.
Additional details
Who should fill out the application form to participate in the beta?
The application form is for existing AdWords advertisers who are owners or operators of sites and apps that offer social casino games. YouTube, AdSense, and AdMob partners do not need to apply. Publishers of AdWords inventory will typically be eligible to serve ads for social casino games provided they have not explicitly opted-out of showing this content.
Why wasn't my application accepted?
Your application may be rejected for a number of reasons including, but not limited to, the following:
Where can my ads show?
Ads for social casino games can show in the following countries:
Ads can show across search and publisher platforms, including AdWords Search and Display Networks, YouTube, and AdMob.
Which languages can I advertise in?
Promotions, sites, and apps need to be in English.
Can I use remarketing?
No. The use of interest-based advertising is not allowed in the social casino games beta.
Why can I appeal to adults only?
At this time, we have made a decision that social casino games should not appeal to minors. However, we review our policies regularly and make changes to keep them current and effective. Our goal is to have policies that are fair, consistent, and adaptable.
When can I upload ads to my account?
Ads for social casino games will be disapproved if they are uploaded to your account before the beta is live or before you're notified that your account has been certified. For this reason, we ask that you do not upload ads for social casino games to your account until this time. If you want to prepare your campaigns in advance, consider using AdWords Editor.
Will I be notified when the beta is live?
Yes, you'll receive an email confirming when you can begin running ads for social casino games.
How long will the beta last?
The beta is expected to run for a number of months. We'll try to give all advertisers in good standing at least two weeks' notice before the beta ends.
Can I use my existing account to promote social casino games?
Yes, unless the existing account is used to advertise gambling games where real money or prizes can be won. If you are already certified to promote online gambling games, you should set up a new account to promote social casino games. Note that if your account and associated URL is approved to promote social casino games, the targeting restrictions that apply to this beta will be applied to all ads in that account that point to the approved URL.
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The application form is for existing AdWords advertisers who are owners or operators of sites and apps that offer social casino games. YouTube, AdSense, and AdMob partners do not need to apply. Publishers of AdWords inventory will typically be eligible to serve ads for social casino games provided they have not explicitly opted-out of showing this content.
Why wasn't my application accepted?
Your application may be rejected for a number of reasons including, but not limited to, the following:
- Your business does not meet the eligibility requirements
- Your site or app doesn't meet the requirements
- Your site or app is not in English
Where can my ads show?
Ads for social casino games can show in the following countries:
- Australia, Austria, Canada, Colombia, Czech Republic, Denmark, Finland, France, Germany, Hungary, Ireland, Israel, Italy, Latvia, Mexico, Netherlands, New Zealand, Norway, Peru, Portugal, Romania, Serbia, South Africa, Spain, Switzerland, United Kingdom, United States
- Only ads, apps, and sites in English language can be promoted.
Ads can show across search and publisher platforms, including AdWords Search and Display Networks, YouTube, and AdMob.
Which languages can I advertise in?
Promotions, sites, and apps need to be in English.
Can I use remarketing?
No. The use of interest-based advertising is not allowed in the social casino games beta.
Why can I appeal to adults only?
At this time, we have made a decision that social casino games should not appeal to minors. However, we review our policies regularly and make changes to keep them current and effective. Our goal is to have policies that are fair, consistent, and adaptable.
When can I upload ads to my account?
Ads for social casino games will be disapproved if they are uploaded to your account before the beta is live or before you're notified that your account has been certified. For this reason, we ask that you do not upload ads for social casino games to your account until this time. If you want to prepare your campaigns in advance, consider using AdWords Editor.
Will I be notified when the beta is live?
Yes, you'll receive an email confirming when you can begin running ads for social casino games.
How long will the beta last?
The beta is expected to run for a number of months. We'll try to give all advertisers in good standing at least two weeks' notice before the beta ends.
Can I use my existing account to promote social casino games?
Yes, unless the existing account is used to advertise gambling games where real money or prizes can be won. If you are already certified to promote online gambling games, you should set up a new account to promote social casino games. Note that if your account and associated URL is approved to promote social casino games, the targeting restrictions that apply to this beta will be applied to all ads in that account that point to the approved URL.
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