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Licensed iGaming (casino gambling) operators will have access to YouTube’s masthead ad placement from October 21, extending access beyond sports betting, brick-and-mortar casinos, and daily fantasy sports. However, ad placement is subject to strict compliance rules that take into account age limitations and jurisdiction laws.
Bringing iGaming into the fold
Previously, gambling ads on the Masthead – the large video banner at the top of the homepage and home feed across mobile, desktop, and TV applications – were restricted to sports betting platforms, daily fantasy sports, and brick-and-mortar casinos. However, YouTube’s latest policy update now expands access to licensed online casino operators.
Notably, only licensed iGaming operators get access to the ad space. Affiliate and comparison sites that are not subject to mandatory state or national gambling registration requirements do not qualify for access.
Strict compliance requirements
YouTube has instituted strict compliance requirements for operators seeking to advertise on the Masthead. For starters, all ads must come from certified entities under Google’s Gambling and Games Advertising Policy. They must also be licensed in the jurisdictions where the ads are targeted. Age restrictions are also a major consideration, with YouTube prohibiting all ads targeting minors.
Moreover, operators must demonstrate strong player protection policies to qualify. To this end, the ads must link directly to landing pages that display responsible gambling information.
Notably, Google denies new certificates to accounts that have many gambling violations. Moreover, it can also revoke existing certificates for repeat offenders.
Overall, the strict restrictions create an environment where compliance infrastructure is a direct competitive requirement. Indeed, operators’ speed to advertise and their market share are directly tied to the robustness of their compliance infrastructure.
YouTube’s response to rising gambling content
The move to give licensed iGaming operators access to Masthead advertising is YouTube’s response to rising gambling content on the platform. Indeed, the platform has seen an influx of gambling vloggers and slot streamers who post gameplay experiences, feature breakdowns, and strategy guides. As such, instead of prohibiting the content, YouTube has opted for regulation, ensuring that the gambling content is pushed responsibly.
