Google has quietly reclassified sweepstakes casinos as gambling under its global advertising policies, closing a loophole that previously allowed the controversial model to promote itself under the “social casino games” category.
The update, published on October 28th on Google’s official Gambling and Games Advertising Policy page, consisted of just one line: “Examples of games that are not social casino games: Sweepstakes casinos.” Despite its brevity, the amendment marks a significant shift in how the company defines and regulates gaming-related advertising across its platforms.
Sweepstakes casinos have long operated in a regulatory gray zone, positioning themselves as “free-to-play” entertainment. By using dual-currency systems – one for play and one redeemable for cash prizes – operators claimed exemption from gambling laws. However, Google’s new classification effectively aligns these businesses with online gambling operators, subjecting them to the same strict advertising and licensing requirements.
According to Google, social casino games are “simulated gambling games (e.g., poker, slots, roulette, blackjack) where there is no opportunity to win real money or prizes.”
The company emphasizes responsible gambling and requires that all advertisers comply with local laws and industry standards. With the policy change, sweepstakes casinos—whose virtual currencies or prizes have real-world value – no longer qualify for social-casino advertising certification.
This reclassification means sweepstakes casinos must now meet Google’s gambling-advertiser standards, which include holding valid local licenses and displaying responsible gambling information on landing pages. Most operators in this sector do not possess gambling licenses, effectively preventing them from advertising on Google’s platforms, including Search and YouTube.
The decision arrives amid intensifying regulatory pressure on sweepstakes casinos, especially across the United States. California recently became the sixth state to ban dual-currency sweepstakes casinos this year, joining Delaware, Louisiana, and West Virginia, where regulators have issued enforcement notices against dozens of operators.
More than 80 class-action lawsuits have also been filed nationwide, with some targeting high-profile promoters such as rapper Drake, who is associated with Stake.us.
Suppliers may also be affected. Content developers that previously marketed their products under the “social casino” umbrella could lose certification if their games can be redeemed for prizes or used on sweepstakes platforms.
Pragmatic Play recently withdrew its content from US sweepstakes casinos, while Evolution CEO Martin Carlesund stated during the company’s Q3 earnings call that the firm would continue supplying sweepstakes operators only where there are “no regulatory or legal problems.”
