Google Gambling Policy Change Massively Impacts Sweeps Casinos

On Oct. 28, Google updated its Gambling and Games Advertising Policy, now directly mentioning sweepstakes casinos in the section for social casino games.

Now, in this section, there's a new line which says “Examples of games that are not social casino games: Sweepstake casino.”

With this change, sweepstakes casinos are now considered a different platform compared to social casinos, and this will alter how platforms can advertise with Google. 

What This Means And Why It Matters

With sweepstakes casinos using virtual currencies, they have often been grouped with social casinos, despite following sweepstakes laws that allow players to redeem prizes for real cash. 

Now, with this change, sweepstakes casinos can no longer follow the requirements for social casinos, but instead, there's a whole new set of rules. 

It's unclear where they stand now, but if they fall under the online gambling category, sweepstakes casinos may not be able to advertise unless they have a license and/or certification from approved states and locations. 

This could massively impact the way sweepstakes casinos advertise now and in the future. 

Now, if an operator attempts to advertise without following the new set of rules, the ads could not only be disapproved but also result in account suspensions. 

This could also impact platforms that compare/review sweepstakes casinos and affiliates. 

The policy will prohibit “promotion of content which itself directly promotes engagement in social casino games."

These new updates follow Google's April 2025 updates to the Online Gambling and Games definition, which, following the change, now includes “virtual-currency games or items with real-world value.”

It remains to be seen what new sets of rules sweepstakes casinos will have to follow, but one thing is sure: social and sweepstakes casinos are no longer the same under Google's policy. 

Sweepstakes Casinos Have Been Under Scrutiny

This move didn't come out of nowhere, though. 

In 2025, sweepstakes casinos have been under scrutiny, with bans being implemented in Montana, Connecticut, New Jersey, and, most recently, California. Additionally, New York has passed a law, but it has yet to be signed into law. 

Not only that, but Louisiana, Arizona, and Tennessee are coming down hard on sweepstakes casinos/sportsbooks, issuing cease-and-desist notices. 

In 2026, we could see movement in Ohio on the issue, but currently, the bill would legalize real-money online casinos in exchange for a ban, and Gov. Mike DeWine isn't in favor of legalizing real-money online casinos. 

We'll continue to monitor developments that may impact sweepstakes casinos and the industry as time passes.