The launch of the much-discussed and anticipated iGaming market in Ontario has been less than a week, as gambling operators are making last-minute preparations for next week’s Grand Open. And in view of the market’s introduction, Google has most recently revised its ad licensing for what types of gambling ads are allowed in its jurisdiction.
After single-event betting became legal last summer, open-eye gaming regimes in Canada and Ontario have become even more attractive markets for gambling operators. The state’s market will launch on April 4, 2022, with more than 20 gaming brands expected to receive operating permits from the Alcohol and Gaming Commission.
Google has the ability to modify the rules of search engines and online advertising technologies by country or region. Previously, the company did not allow iGaming or sports betting offers to be advertised in the country. However, since recent protocol changes, these gambling ads are allowed, but under some restrictions.
Following recent changes, Google now allows ads from state-licensing organizations, meaning operators licensed by AGCO will allow such activities. But such companies also need to be certified by Google. On the Advertising Policy page, the company states that it supports gambling advertising and complies with local gambling laws and industry standards.
It explains why corporations do not allow certain types of gambling-related advertisements and that this kind of marketing method is allowed if they comply with the policies set by the company and the advertiser has the necessary Google advertising certification. It also makes it clear that gambling advertising must focus on approved countries and that there must be landing pages that provide information about responsible gambling.
According to the Ontario Alcohol and Game Commission and its subsidiary iGaming Ontario, two regulators of the gaming system, the market opens for private operators on April 4, 2022. So far, the two regulators have approved about 20 game companies to legally provide online gaming and sports betting products to local gambling viewers.
Most recently, Scorebet announced that it has received regulatory approval to participate when the Ontario market becomes active within a week. A subsidiary of Penn National Gaming also informed that early registration is possible because qualified Ontarioians can now download the app from their mobile devices and make bets when it hits the market next week.
In addition, Kambi Group has been approved by AGCO as part of the regulated market, announcing that the independent company will operate as a regulated game supplier to provide gaming services to other licensed companies in the field, and others will adopt its sportsbook technology services as a platform for sports betting services in the province.
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