Google to open YouTube Masthead ads to licensed online gambling advertisers from 21 October

Google has updated its advertising policy so that online gambling advertisers will be able to run YouTube Masthead campaigns from 21 October. The Masthead is one of the most prominent placements on the platform, appearing at the top of the YouTube homepage.

The format can look different depending on the device, but it is generally the first thing a user sees when opening the site. Video ads in the slot usually play on mute.

The change does not remove existing requirements. Advertisers must still comply with Google's wider Gambling and games policy. In practice, an operator wanting to use the Masthead will need the relevant licence or certification for each area in which it wants the advert to be shown.

The move comes at a time when campaigning against gambling advertising is arguably at a high point in markets such as the UK, Australia and the US. Google's decision runs against that trend, giving it access to revenue from a sector known for spending heavily on marketing.

SBC News argues that the step could help the regulated market in its competition with illegal operators. Licensed companies in Europe, the Americas and other regions face a black market described as worth billions of dollars. Regulators are often criticised for failing to balance regulation and commercial incentives, which can reduce the visibility of the licensed sector. Greater exposure on a platform with a very large audience could help restore some of that visibility.

Other large technology companies have taken a different position. Meta, the owner of Facebook and Instagram, has been accused by both operators and regulators, including the UK Gambling Commission, of not doing enough to stop illegal gambling adverts on its platforms. The issue has reached the courts in the Netherlands, where the online gambling trade body VNLOK has taken action against the company.

The source concludes that, whatever the optics, the role of large technology platforms in the fight against illegal gambling is significant.