Google has updated its advertising policies to exclude sweepstakes casinos from the social casino category, tightening its rules on what types of games can advertise on its platform. The change, announced as part of the company’s Gambling and Games policy update, clarifies that sweepstakes casinos no longer qualify for certification under the “social casino” label.
The new policy distinguishes between games that simulate gambling purely for entertainment and those that offer real-world prizes, even indirectly. Social casino games, such as slots or poker simulations that do not pay out cash or physical rewards, may continue advertising if they meet Google’s certification standards. However, sweepstakes casinos, which allow players to win redeemable prizes through a dual-currency system, now fall under gambling-related restrictions.
To advertise as a social casino, developers must clearly state that their games are for adult audiences and that no real-money gambling is involved. Advertisements must also disclose the presence of in-app purchases and avoid using branding, logos, or trademarks from real-money gambling operators. Any reference to cash winnings or physical prizes disqualifies a product from the social casino category.
Google emphasized that advertisers promoting sweepstakes casinos must instead seek certification under its gambling policy, where regulations vary by country and licensing requirements. The company warned that misrepresenting a sweepstakes casino as a social casino game could result in account suspension without prior notice.
The policy applies globally but allows advertising for certified social casino games in specific jurisdictions, including the United States, Canada, the United Kingdom, Australia, Germany, and Japan. Regions where gambling is restricted will continue to face limitations regardless of certification status.
This update underscores Google’s effort to maintain a clear separation between social gaming and gambling content. By removing sweepstakes casinos from the social casino classification, the company aims to prevent confusion among users and advertisers and align its policies with regional gaming laws.
For operators of sweepstakes casinos, the change means they can no longer advertise under the same framework as traditional social casino games. Instead, they must comply with stricter gambling ad requirements and ensure full transparency in their promotional materials. The move marks another step in Google’s ongoing effort to regulate how gambling-style entertainment is presented and promoted online.
