In a move praised by the online bingo industry, Google reversed course and will now allow online bingo websites to advertise in the UK. In 2004 Google banned all advertising from online gaming companies because of pressure from the US Department of Justice. The ban was global and affected websites operating where gaming is perfectly legal. In 2006 the US congress passed the Unlawful Internet Gambling Enforcement Act further crippling the online gaming industry. In June of 2007 Google further tightened its policies concerning gambling ads to include free-to-play websites, such as bingo, because of concerns that such sites were used to lead consumers to gambling websites.
In the UK Google is the dominant search engine and the ban hit the online gaming industry hard. Unable to connect with consumers, many websites reported decreased revenues after the ban In the UK the closing of several brick and mortar bingo operations due to a smoking ban and double taxation was expected to be a boon for online bingo operators but the inability to advertise made it difficult for bingo websites to connect with prospective consumers.
Online bingo players in the UK will be the first to see the new ads on Google. It has been estimated that Google will make somewhere in the neighborhood of $200 million dollars a year from gaming ads. Google will accept gaming advertising from UK companies registered with the UK Gambling Commission and will also accept advertising from companies licensed in the Euro zone. James Cashmore, the leader for entertainment and media with Google UK stated, “Over the last few months we’ve been reviewing our gambling advertising policy in Great Britain to ensure it is as consistent as possible with local business practices. Following the review we’ve decided to amend our policy to allow text ads to appear against search queries related to gambling in Great Britain.”
The relaxation of Google’s rules follows a move by the UK that permits gaming ads on television after 9PM. Many online bingo sites now advertise on television in the UK. The increased competition is sure to benefit online bingo players in the form of larger jackpots, more bingo promotions, larger bingo bonuses, and more of a focus on customer service. Given the current state of the economy, many are cutting back on travel and entertainment. Online bingo is inexpensive, no travel required, and best of all, its fun!
