In a significant update published on October 28, Google amended its Gambling and Games Advertising Policy to directly reference “sweepstake casinos” for the first time. The change appears under the section covering social casino games — simulated gambling-style apps where players cannot win real prizes.
On October 28, 2025, the Gambling and Games policy was updated to introduce examples of the type of games that do not qualify for certification under our social casino games policy, with sweepstake casinos identified as such an example of games that are outside the scope of the social casino games policy and ineligible for certification.
Games that fall under the banner of real-world rewards are subject to the specific restrictions and allowances of the online gambling policy.
The line added to the policy reads:
“Examples of games that are not social casino games: Sweepstake casinos.”
This short but impactful clarification confirms that Google now treats sweepstake-style platforms as a distinct category — not as social casino games — and therefore subject to different advertising requirements.
The update was immediate, wiping out all sponsored results in our tracked searches.
Why this matters for the industry
Until now, sweepstake casinos occupied a gray area in Google’s advertising framework. They were often grouped with social casinos due to their use of virtual currencies and casino-style gameplay, even though they operate under sweepstakes laws that allow players to redeem winnings for real prizes.
By explicitly excluding sweepstake casinos from the “social casino” definition, Google is signaling that these operators cannot advertise under existing social casino certifications — and may instead fall under the stricter online gambling category, which requires separate licensing and certification in approved jurisdictions.
This change could dramatically change how major brands like Modo. us, Crown Coins and McLuck approach their marketing strategy in 2026.
A new barrier to entry for certification
Under Google’s updated framework:
- Social casino games may advertise only with a valid Google Ads certification for that category, in countries where such ads are permitted.
- Sweepstake casinos are no longer eligible to use that certification — implying they must seek online gambling certification (if applicable) or avoid paid ads entirely.
For operators, this means any campaigns promoting sweepstake casinos will face automatic disapproval or account suspension unless aligned with the correct certification path.
Affiliate networks, comparison sites, and review platforms are also affected. The policy continues to prohibit “promotion of content which itself directly promotes engagement in social casino games,” and may extend similar restrictions to sweepstake casino aggregators if Google enforces the new distinction strictly.
This latest clarification builds on Google’s April 2025 policy overhaul, when Google first expanded its Online Gambling and Games definitions to include “virtual-currency games or items with real-world value.”
That update effectively pulled sweepstake casinos into the broader gambling category for the first time, creating widespread uncertainty among operators that had long advertised under the “social casino” umbrella.
Google’s October 28 policy update now provides that clear distinction between social and sweepstakes for paid acquisition.
By stating outright that “Sweepstake casinos” are not social casino games, Google has effectively introduced a new and difficult layer of compliance for operators.
