British Politicians Criticize Google's Gambling Ad Policy

Google’s decision to lift its ban on gambling-related keyword bidding in the U.K. has been branded irresponsible by British MPs.

Forty Members of Parliament have signed a motion, brought by Labour MP Khalid Mahmood, which “notes with concern the recent decision of Google to reintroduce online gambling advertisements during a period of economic downturn.” MPs are now calling for Google to review its policy “in line with its own obligations on corporate social responsibility.”

Despite the criticism, “Google has no plans to change the policy,” a spokesperson told ClickZ News today.

“Following a thorough policy review last year, we believe that allowing search ads for gambling in Great Britain is consistent with local business practices,” said James Cashmore, industry leader for Google U.K.

In October, Google denied the move was prompted by economic conditions in any way. Some have suggested that the firm is attempting to squeeze all the revenue it can from its search product in order to offset falling ad spend.

Gambling-related ads are now displayed to users within the U.K., but are subject to Google’s “non-family safe” categorization. In short, this means ads only appear in search results pages, not on sites in Google’s content network, and do not appear when the “safe search” family filter is switched on. In addition, advertisers are required to display links to gambling charities such as GamCare or Gamble aware on their Web sites.

A range of major U.K. gambling firms now run campaigns against keywords such as “poker” and “gambling,” including Betfair, 888.com, and Ladbrokes.

Any advertiser within the European economic area can purchase ads served to U.K. users, providing they have the necessary license to do so; however, Google continues to prohibit gambling-related advertising on its properties outside of Great Britain.