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Google will update its US gambling and games advertising policy on 15 July to allow ads for daily fantasy sports (DFS) and lottery couriers in certain states.

The search giant revealed the upcoming changes earlier this week on 1 July.

When the changes come into effect, Google will begin to accept and run ads for DFS operators in Alaska, California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia, Wisconsin and Wyoming.

If DFS advertisers are targeting ads in a state that does not require a licence, they must be licensed in at least one other US state that does require a licence to operate DFS, according to the rules.

Operators must also apply for certification as a gambling advertiser before DFS ads will be approved.

Meanwhile, Google will also begin to accept and run ads for lottery couriers in certain US states as of 15 July.

Lottery couriers in 34 states, including New York, New Jersey, Texas and Illinois, will be permitted to advertise their services to potential customers.

Again, lottery couriers must apply for certification as gambling advertisers before placing ads, and if targeting states where a licence is not required, must hold a licence in at least one other state that does require one.

The change will likely be welcomed by the likes of DraftKings, whose $750m acquisition of lottery courier Jackpocket completed earlier this year in May.

DraftKings said it expects the business to drive between $260m and $340m in incremental revenue in FY26.

More changes at Google

These latest changes to Google’s advertising policy follow other recent updates from the search giant on its policies related to gambling.

In June, the firm halted plans to expand the real-money gaming (RMG) offerings available on its Play Store.

That followed on from plans announced in January to allow more types of RMG apps on the Play Store, with the initiative set to begin in India, Mexico and Brazil in June.

The plans ran into trouble, however, due to a lack of a central authority to approve the apps in the given regions, Google said.

Elsewhere, Google Updates this year, which impact the way websites are ranked in Google’s search results, have also taken their toll on several iGaming industry businesses, particularly in the affiliate marketing space.

Companies including CasinoWizard, Catena Media and Gambling.com Group have all suggested changes to Google’s search algorithms have negatively impacted their revenue this year.

For some companies, however, such as XLMedia, the changes have been viewed more positively, leading instead to an uptick in ranking positions.

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