In a major policy shift, Google has officially banned sweepstakes casinos from advertising under its “social gaming” category.
The move aims to tighten online gambling controls and curb misleading ad practices by reclassifying these platforms as real-money gambling operations.
Google has updated its official Gambling and Games policy, marking a decisive change in how it treats sweepstakes casino ads. These platforms will no longer be permitted to advertise under the banner of “social casino games” — a category previously used for non-monetary gaming.
The update effectively removes sweepstakes casinos from Google’s more lenient “social gaming” group, placing them under stricter online gambling regulations. This means such casinos can no longer buy ad space through Google Ads.
What are sweepstakes casinos?
Sweepstakes casinos operate on a dual-currency model. Players use one currency, often called Gold Coins, to enjoy free games. However, they can also obtain another currency — Sweepstakes Coins (or Sweeps Coins) — that can be redeemed for real money or prizes.
While the system is promoted as a legal workaround for gambling laws, many states and legal experts argue that this redemption mechanism represents a form of illegal online gambling disguised as social play.
Google’s policy update and legal pressures
The update to Google’s policy is brief but impactful. The revised guideline now includes a defining line:
“Examples of games that are not social casino games: Sweepstake casinos.”
This subtle yet powerful change reflects mounting legal and regulatory pressure across the United States. Several sweepstakes casino operators have recently faced lawsuits and cease-and-desist orders, as authorities tighten scrutiny over their operations.
By redefining these platforms, Google is aligning its ad policies with the legal consensus that sweepstakes casinos involve real-money stakes, not just harmless entertainment.
Previously, “social casino games” — those without the chance to win real money — could apply for easier Google Ads certification. However, with this reclassification, sweepstakes casinos now lose eligibility for those privileges.
The new restrictions mean fewer promotional opportunities for such companies and a stronger line between casual gaming and real-money gambling within Google’s ecosystem.
