In an update to its policy, Google will now make available apps from licensed betting companies in Brazil. It informed advertisers that, under strict criteria, such as official government authorization, it will allow ads from betting companies and that they offer their apps directly on the Play Store.
The big tech company has been pressured by operators to allow the inclusion of apps in its store, in the same way that Apple has been asked to offer apps on the App Store.
The government itself has been addressing the issue as one of the ways to ensure that only licensed betting companies in Brazil offer their apps. The intention is to inhibit illegal websites, which still dominate more than 50% of the Brazilian market.
A bill, presented by Congressman Bacelar, that addresses this issue is also being processed in the Federal Chamber of Deputies. Bacelar's goal is to modernize the way players interact with betting sites and at the same time ensure greater oversight of the sector.
Google is following the same path as Bacelar's bill by defining that only companies with valid and definitive authorization in Brazil will be able to offer their applications on the Play Store and advertise on Google Ads.
To implement the measure, Google requires that the operator have a functional and prominent link that directs to the application's details page on the Play Store on the domain officially registered by the operator.
To advertise on Google Ads, advertisers must register with the big tech company to obtain its certification before starting paid campaigns.
According to the updated gambling policy, Google informs that online gambling, lotteries, horse racing, sports betting and daily fantasy games are permitted.
To obtain certification, operators must be licensed by the Secretariat of Prizes and Betting (SPA) of the Ministry of Finance.
Source: GMB
