Google Ads has updated its Gambling and Games policy to say sweepstakes casinos are not “social casino games,” which means these sites can’t advertise through Google. The update, posted on October 28, 2025, clarifies that sweepstakes-style platforms fall under gambling rules, not social games.
For U.S. readers, this matters because many popular sweepstakes brands used paid search to reach players; that route is now off-limits. Operators will need to adjust their marketing plans.
What Changed and Why it Matters
Google’s policy now lists an example stating that “sweepstakes casinos” are not social casino games. That’s important because social casino advertisers could previously apply for certification to run ads that didn’t offer real-money wagering. By saying sweepstakes casinos don’t qualify, Google is telling advertisers that these products sit outside the social casino lane.
In practice, that means sweepstakes casinos are treated under Google’s broader online gambling rules. Those rules are stricter, vary by country, and often require licenses and approvals that sweepstakes operators typically don’t have, especially in the United States.
Without the right authorization, their ads will be disapproved or accounts may face enforcement.
For players, nothing about gameplay inside a sweepstakes site necessarily changes. But you may see fewer Google search ads for these brands, which could make them less visible to new audiences.
For the industry, ad costs may shift to other platforms, while SEO and earned media get more attention. The timing also matters: the policy note singles out October 28, 2025, as the update date, which helps resolve earlier confusion about how Google viewed sweepstakes models.
