Google, the tech giant, has recently made revisions to its cryptocurrency advertising policy, ushering in changes set to take effect from September 15. These modifications allow for the display of advertisements pertaining to blockchain-based nonfungible token (NFT) games; however, there are stipulations in place. Notably, these advertisements must steer clear of any association with gambling or gambling-related services.
The updated policy applies exclusively to NFT games that meet specific criteria. These games may enable players to purchase in-game enhancements such as virtual clothing for characters, weapons, or premium armor. These enhancements must either enhance the gaming experience or assist users in advancing within the game.
Nonetheless, certain prohibitions persist. Google’s adjusted policy remains steadfast in its refusal to permit advertisements for games in which players can wager or stake their NFTs against other players or in exchange for rewards. This encompasses both cryptocurrencies and other NFTs. Moreover, ads for NFT-based casino games and any other gambling scenarios that enable players to compete for tangible prizes like NFTs, money, or cryptocurrency are strictly prohibited.
Developers and publishers seeking to promote content involving NFTs with ties to gambling must adhere to specific compliance requirements. This entails aligning with Google’s Gambling and games policy and obtaining the requisite certification from Google Ads.
Prior to this policy update, Google had instituted a blanket ban on all cryptocurrency-related advertising on its platform. The company had not definitively indicated whether this stance would remain unaltered or subject to revision. Scott Spencer, formerly the director of sustainable ads at Google, stressed the company’s cautious approach to cryptocurrency-related ads due to their historical association with consumer harm.
However, by June 2021, Google had slightly relaxed its policy. The company permitted certain businesses, notably cryptocurrency exchanges and wallets targeting the U.S. market, to advertise under the condition that they were registered with the United States Financial Crimes Enforcement Network as either a money services business or an entity affiliated with a federally or state-recognized bank.
