Google updates ad policy for gambling ads in Ontario

Would-be advertisers need to apply for certification before the legalized online gambling market launches on April 4.

Google has updated its ad policy and will now allow licensed operators in Canada to serve online gambling ads on its platform.

The company will begin to accept ads for sports betting, online casinos and daily fantasy sports in Ontario, provided they are licensed by the Alcohol and Gaming Commission of Ontario and iGaming Ontario. Advertisers looking to promote online gambling will need to apply for certification.

Single-sports betting has been legal in Canada since August, but it has been limited to the provincially run Proline+ in Ontario. On April 4, the province will open the online gambling market to other companies through its platform, called iGaming.

A number of well-known players have been approved for licenses, including PointsBet, BetMGM Ontario, FanDuel Ontario, Unibet, and theScore.

The new legalized market is opening up new opportunities for brands. OLG recently signed a partnership with the NHL, while PointsBet Canada inked a deal with the Ottawa Redblacks.