California residents may soon see daily fantasy sports advertisements on their web browser after Google’s recent ad policy change.
Previously, Google allowed only ads from lotteries run by states, as well as horse racing. Now, it will permit DFS advertisements.
DFS games are not specifically legal in California, but they aren’t illegal, either. They exist in a gray area of the law.
But with California sports betting still illegal, DFS has become a popular alternative for residents.
DFS operators running ads in CA must be licensed in another state
The new policy allows ads from DFS operators and lottery couriers across a number of states, according to Google.
“We will begin to accept and run ads for daily fantasy sports 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.”
Additionally, DFS operators that run ads in a state that does not require a license must have a license in at least one other state that has such a requirement.
That’s the case in California, as DFS operators do not have licenses in the state, since it’s not a regulated industry.
Google’s advertising policies page also addresses responsible gaming.
“We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertisements.”
Gambling operators cannot target underage individuals, and they must have a landing page containing information about problem gambling.
Policy change takes effect on July 15
As a result of Google’s policy change, DFS will gain more exposure in California. Just as Californians see targeted advertisements online for Amazon or Walmart, now a fantasy operator might appear on their screens.
It’s estimated that as much as 10% of DFS play happens in California.
DraftKings and FanDuel, the nation’s leading sports betting brands, both have a DFS presence in California. They’re two of the more popular DFS operators, as well.
Other DFS operators in California include:
– Underdog Fantasy.
– Sleeper DFS.
– Betr Picks.
– SuperDraft.
– WinView Games.
– Yahoo Fantasy Sports.
With the policy change, DraftKings and FanDuel will certainly expand their reach across the US. That’s especially true in California, where there is no traditional sportsbook presence.
For other operators, the change could help them gain a larger customer base.
This new policy takes effect July 15, and advertisers must apply for certification.