Google Blocks Sweepstakes Casinos From Advertising as Gambling Rules Tighten
Google has formally redrawn the boundary between gaming and gambling, declaring that sweepstake casinos no longer qualify as social casino games under its updated Gambling and Games policy. The change, published on October 28, 2025, effectively bans these platforms from running Google Ads campaigns.
In its statement, Google explained: “On October 28, 2025, the Gambling and Games policy was updated to introduce examples of the type of games that do not qualify for certification under our social casino games policy, with sweepstake casinos identified as such an example of games that are outside the scope of the social casino games policy and ineligible for certification.”
Sweepstake Casinos Reclassified as Gambling
The revision marks a significant shift for the sweepstakes industry, which has operated for years in a legal and regulatory gray area. Major platforms such as WOW Vegas, Pulsz, and McLuck have relied on dual-currency systems—using “Gold Coins” for entertainment and “Sweeps Coins” that can be redeemed for cash or prizes—to position themselves as social gaming sites rather than gambling operators.
Under the new policy, Google has made clear that games tied to “real-world rewards” will be treated as gambling products. The company’s updated advertising rules restrict promotion of such games to certified and licensed gambling operators in approved regions, effectively removing sweepstake casinos from
The update directly “closes a long-debated loophole in online gaming marketing,” confirming that sweepstakes casinos can no longer obtain Google Ads certification for social casino advertising. Games involving redemptions or dual-currency systems are now subject to the Online Gambling advertising policy, not the social gaming framework.
Regulatory and Market Pressure
The decision follows sustained criticism from tribal gaming groups, licensed operators, and U.S. state regulators who have accused sweepstakes casinos of exploiting legal loopholes to avoid taxes, licensing costs, and responsible gambling standards. These platforms have grown rapidly in the U.S., despite mounting scrutiny and multiple state bans.
In 2025, several states—including California, Montana, Connecticut, and New Jersey—introduced or enacted legislation outlawing dual-currency sweepstakes models. California’s Assembly Bill 831 (AB 831), signed by Governor Gavin Newsom in October, made it the largest state to ban sweepstake-style casino games. New York and Nevada are also considering similar measures.
Critics argue that the dual-currency model, where users purchase gold coins and receive bonus sweeps coins, is indistinguishable from unregulated online gambling. Although operators maintain that sweeps coins are only “redeemable” and not “cashable,” regulators have treated this mechanism as a disguised form of wagering.
Impact on Advertising and Industry Response
Losing access to Google Ads is a major marketing setback for sweepstakes casinos, which have historically relied on banner placements, paid search, and YouTube promotions to attract players. With paid channels restricted, operators may now turn to affiliate marketing, influencer collaborations, and organic search to reach audiences.
The terminology itself may also need revisiting. Continued use of the phrase “social casino” could now trigger ad rejections or policy violations, forcing companies to rebrand under labels such as “dual-currency gaming” or “sweepstakes-style entertainment.”
Meanwhile, Google is expanding its advertising options for regulated gambling. Beginning November 13, 2025, sports betting and daily fantasy sports (DFS) promotions will be allowed on Google TV Masthead in the U.K. (excluding Northern Ireland) and Brazil, provided advertisers hold valid licenses from local regulators and remain compliant with certification requirements.
The move aligns Google TV with YouTube Masthead, which introduced similar permissions earlier in 2025, reinforcing Google’s focus on supporting licensed gambling operators while tightening restrictions on unregulated sweepstakes platforms.
Source: Google Rules Sweepstake Casinos Are Not Social Casino Games, LCB.org, November 4, 2025.