YouTube Masthead campaigns are set to become available for online gambling advertisers, according to new policy updates from Google.
The updates come at a time when campaigning against gambling adverts is arguably at an all-time high in countries such as the UK, Australia and the US.
But Google has gone against the grain, opting to maximise revenue from any sector which is well-known for paying hefty amounts on marketing strategies.
Online gambling advertisers will be able to run YouTube Masthead campaigns – one of the most premium spots on the site, appearing at the top of the YouTube homepage – from 21 October.
The advertising unit can vary in appearance from device to device, but is generally the first thing seen by a YouTube user, with video ads usually playing on mute.
As expected, the update still requires gambling advertisers to comply with Google’s wider Gambling and games policy.
This means that whatever operator trying to utilise YouTube Masthead advertising will need the relevant licensing or certification for whichever area they want the advert to be targeted in.
Big Tech’s importance for legal gambling
Google’s decision to open up YouTube to licensed gambling providers will certainly lend the regulated market a hand against the ever-growing threat of the black market.
Licensed operators across the world – from Europe to the Americas and beyond – are facing a black market of enormous proportions, valued at billions upon billions of dollars.
National gambling authorities often face scrutiny that they inevitably assist that growth by failing to strike a balance between regulation and commercial incentives, which could lead to a diminished visibility of the licensed sector.
Therefore, Google bringing that visibility back to millions, if not billions of users, is certainly set to restore some balance to the universe.
Not all Big Tech companies have been so helpful recently, however, with Meta being one example.
The Facebook and Instagram owner is often being accused of not doing enough to prevent illegal gambling ads appearing on its platforms – accusations coming from both operators and regulators, such as the UK Gambling Commission.
It has come to the point where Meta is being summoned to court over the matter, as was the recent case with online gambling trade body VNLOK in the Netherlands.
But regardless of the optics, the key role that Big Tech has in the fight against illegal gambling is not to be overstated.
Article co-authored with Viktor Kayed