Google has tightened its stance on online gaming advertising, announcing that sweepstakes casinos are no longer classified as social casino games. This update, quietly added to the Gambling and Games policy on October 28, 2025, carries far-reaching consequences for operators relying on Google Ads for promotion.
The policy now explicitly states: “Examples of games that are not social casino games: Sweepstake casinos.”
According to Google, the update clarifies which games are ineligible for social casino certification. Sweepstake casinos fall into this category, meaning they are considered outside the scope of the social gaming framework and subject to stricter advertising requirements.
Sweepstakes Casinos Face Stricter Advertising Rules
Previously, sweepstakes platforms, such as WOW Vegas, Pulsz, and McLuck, operated in a legal grey area. Many used dual-currency models: Gold Coins for entertainment and Sweeps Coins redeemable for prizes. While marketed as free-to-play, these systems offered tangible rewards, straddling the line between social gaming and gambling.
Google’s decision signals a clear shift. By reclassifying these operators, it places them under the same regulatory scrutiny as other gambling products, restricting their access to Google Ads unless they obtain proper certification. In practice, this blocks most U.S.-based sweepstakes casinos from one of the world’s largest digital marketing channels.
Industry Pressure Drives the Change
The policy adjustment comes amid mounting complaints from state regulators, tribal gaming organizations, and licensed casinos. Critics argue that sweepstakes casinos exploit loopholes to offer gambling-style experiences while avoiding taxes and compliance obligations.
Traditional operators have long voiced concerns about unfair competition, citing sweepstakes platforms’ ability to operate without the same licensing or responsible gaming commitments. Google’s move appears to align its policies with broader regulatory sentiment, reflecting a tightening stance on what constitutes legitimate social gaming.
With Google Ads effectively closed, sweepstakes casinos must rethink how they reach potential players. Operators are expected to pivot to affiliate networks, influencer campaigns, and organic search traffic to maintain visibility. Even terminology will need careful handling; calling a product a “social casino” could now lead to policy violations, prompting some brands to reframe their offerings under labels like “dual-currency gaming” or “sweepstakes-style entertainment.”
Regulatory Context and Industry Shifts
The timing of Google’s update coincides with a wave of U.S. state actions against sweepstakes gambling. California became the largest state to ban dual-currency sweepstakes with AB 831, joining Montana, Connecticut, and New Jersey, which implemented similar restrictions earlier in 2025. New York and Nevada are actively considering legislation of the same nature.
Meanwhile, the SPGA and SGLA recently merged to unify social gaming advocacy. An SPGA spokesperson said: “The SPGA is consolidating its efforts with the SLGA. The category is best served by a clear and consistent voice from one group. We’re proud of what our members have accomplished and look forward to the continued leadership of the SGLA.”
By redefining sweepstakes casinos as gambling rather than social games, Google introduces a new standard for digital advertising compliance. The decision may finally bring clarity to an industry long defined by legal ambiguity while simultaneously reshaping how sweepstakes operators market themselves in a tightening regulatory environment.
Source:
“Google Ads: Sweepstake Casinos Are Not Social Casino Games”, seroundtable.com, October 30, 2025
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