Google reclassified sweepstakes casino games as social games, leading to new mandatory rules.
Sweepstakes casinos are no longer considered “social gaming” by the tech giant, leading to strict new guidelines that must be followed by operators. Although social online casino games are still permitted, all games offering prizes of real value must now follow similar rules to online gaming sites.
Specifically, in order to receive and maintain Google Ads certification, operators must include a disclaimer stating that they are only intended for users of legal gambling age, that they cannot target minors with advertising, that they must hold a valid local license in accordance with the laws of the target country, include statements that they do not offer or promote real money gambling and do not offer prizes of real value, and disclose any requirements for in-app or on-site purchases.
Advertisements, sites or applications may also not use logos, names or any trademarks associated with real money gaming operators or companies.
“We take violations in this category very seriously and consider them egregious,” Google wrote in the updated guidelines. “If we discover any violations of this Social Casino Games Policy, we will suspend your Google Ads accounts upon detection and without prior warning, and you will no longer be allowed to advertise with us.”
Google’s decision poses final hurdle for sweepstakes casinos
It’s the latest blow to the lottery industry, after more than five lawsuits were filed against lottery operators in 48 hours and tribal gaming operators are pushing to limit lottery operations in California.
Excuse me while I dance on the freshly dug grave of gambling. https://t.co/GNBWT7vTsw
-Victor Rocha (@VictorRocha1) November 1, 2025
Following the news, Indian Gaming Association president Victor Rocha wrote on X: “Excuse me while I dance on the freshly dug grave of gambling.”
That said, some have said the move could affect those who use Google advertising. Alex Windsor of contest review site SweepKings told ReadWrite: “Google’s decision is likely to affect many operators, particularly those who use paid media through Google.
“This may also impact affiliates who use Google PPC for traffic, thereby affecting the amount of traffic and therefore potential users of sweepstakes sites.”
With Google being the current giant in the digital landscape, the tech company’s decision will have serious consequences for online casinos and their digital operation in the future. It also marks a shift in attitude that could spill over into physical spaces in the future, with potentially more regulation on the horizon.
UPDATE: Comments from SweepKings added on November 3, 2025.
Featured image: Google / Canva
The article Google targets sweepstakes games, removing ‘social’ classification appeared first on ReadWrite.
