YouTube Unveils Soon-to-Come Online Gambling Advertising Rules

YouTube announced on Tuesday that it would prohibit content that directs viewers to “unapproved” gambling websites. 

Unapproved sites are defined as online casinos and other gambling platforms that aren't licensed to operate in a jurisdiction and that haven’t been reviewed by YouTube or its parent company, Google. 

The change will go into effect on Wednesday, March 19.

Controlling the spread of gambling online 

YouTube’s new standard will place a restriction on non-Google-approved URLs, embedded links, content visuals such as company logos, and verbal references. This is similar to its rules regarding alcohol, which state that alcohol cannot be promoted to minors or used to glorify dangerous behaviors and decisions.

YouTube will also crack down on specific verbiage such as guaranteed wins, regardless of whether the platform mentioned was approved. This is similar to the restrictions that have been placed on sports betting promotions such as banning the use of the term “risk-free.” 

“We know this update may impact creators who focus on online gambling content like casino games and applications, but we believe these changes are a necessary step in protecting our community, especially younger viewers,” read YouTube’s statement.

YouTube spokesperson Boot Bullwinkle also said to CNN that it will age-restrict content that promotes online casinos. It will do this with the help of a machine-learning model currently under testing that will estimate users’ ages.

Users may not view this type of content unless they are at least 18 and logged into a YouTube account.

These rules will not apply to videos showing online sports betting and in-person gambling.

Google prepared for changes 

YouTube’s regulatory shift will be implemented shortly before Google amends its gambling advertising policy in April.

The new system will differentiate between countries that can freely display promotional gambling content and others that are required to display a landing page with information regarding responsible gambling.

The lucrative affiliate marketing industry will be allowed to continue business as usual so long as they promote legal sites licensed to operate in the country in which they are being advertised, and the affiliate company is registered with Google as a gambling advertiser and “provide[s] information about, or a comparison of, gambling services.” 

Affiliate sites will not be allowed to promote social casino games, or those defined as “online simulated gambling-style games where there is no opportunity to win something of value.”

Online platforms that rely on virtual currency with real-money value may still be promoted by affiliate sites.

YouTube already banned gambling, alcohol, and political ads from its most lucrative ad slot in 2021. 

Along with the new gambling rules, YouTube will introduce its “Hype” option for creators. Hype will highlight content from up-and-coming creators based on public input.