Google updates its crypto advertising policy to allow NFT gaming ads

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Google updates its crypto advertising policy to allow NFT gaming ads

By Charles Thuo - min read
  • Google previously disallowed blockchain-based NFT gaming ads.
  • The development is likely linked to the NFT and Blockchain gaming boom.
  • Gambling NFT games will be required to comply with the gambling and games policy and receive the appropriate Google Ads certification.

Google has revised its cryptocurrency advertising policy to permit blockchain-based NFT gaming ads as long as they don’t advocate gambling or gambling services.

Under the new regulation, advertisements for games that allow players to stake or wager NFTs against other players or for incentives like cryptocurrency and other NFTS will still be prohibited. Any social betting paradigm that permits users to gamble or play for real-world prizes like NFTs, cash, or cryptocurrencies would likewise be illegal, as would NFT casino games.

The new changes will go into effect starting September 15 and will only apply to games that meet certain criteria. While announcing the new updates, Google stated:

“NFT games that allow players to purchase in-game items, like virtual apparel for a player’s characters, weaponry, or armor with better stats, consumed or used in a game to enhance a user’s experience or aid users in advancing the game.”

Gambling Ads allowed but under a different category

Crypto gambling sites’ developers and publishers will need to “comply with the Gambling and games policy and receive the appropriate Google Ads certification” in order to run advertisements promoting gambling-related material that incorporates NFTs.

Google previously forbade any cryptocurrency-related advertising across its platforms. Google made no mention of whether the prohibition would be indefinite or subject to reconsideration at a later time.

At the time, Google’s Director of Sustainable Ads, Scott Spencer, declared that the business would continue to treat cryptocurrency-related ads with “extreme caution” since it had “seen enough consumer harm or potential for consumer harm.”