Google has changed its advertising policy to allow Daily Fantasy Sports (DFS) and lottery courier operators to run targeted ads in states like Georgia that do not have legal sports betting.
That could give these DFS operators a new chance to gain a foothold in Georgia before the legalization of online sports betting.
Georgia sports betting legislation will likely come up in the 2025 legislative session. Until then, residents of the Peach State will see a greater DFS presence in their online experiences.
Details of the new Google advertising policy
As of July 15, Google will allow advertisements on its search engine for both DFS operators and lottery courier companies. In Georgia, only DFS ads will be allowed; not ads for lottery courier operators.
This policy change will not impact all states. DFS advertisements will be allowed in 17 states, while lottery courier advertising will be allowed in 33 states and Washington, D.C.
The 17 states that will start seeing DFS advertisements through Google are as follows: Alaska, California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia, Wisconsin and Wyoming
It is easier to outline the states that will not see lottery courier advertisements.
The list of states not permitted to see these ads includes Alabama, Alaska, California, Connecticut, Delaware, Georgia, and Florida. Additionally, a handful of states could be added but have yet to do so. Those states include Indiana, Michigan, Mississippi, Nevada, New Hampshire, and Utah.
There is a stipulation for DFS and lottery courier operators to qualify to post advertisements on Google. Suppose an operator wants to advertise DFS or lottery courier services in Georgia or elsewhere. In that case, the operator must be licensed for DFS and/or lottery in at least one other state.
These ads on Google must not target anyone under 21 years old and must include a warning about the addictive nature of gambling.
What does this mean for Georgia residents?
Georgia residents, which do not have sports betting or online casinos, do have access to a handful of Georgia DFS operators if they want to scratch the gambling itch.
Those operators include:
– DraftKings.
– FanDuel.
– PrizePicks.
– Betr Picks.
– Underdog Pick ’em.
– ParlayPlayDFS.
This does not mean Georgians will see advertising from all of the above-listed operators. Given the caveat that DFS operators must have a license in another state to advertise in a state where they do not have a license, some are immediately eliminated.
DraftKings and FanDuel ads will undoubtedly be seen by residents in Georgia on Google with regularity. Both operators are titans of the gambling space and operate with a license in many states.
The new ad policies relating to lottery courier operators do not apply to Georgia because Google does not permit it to receive those advertisements.
New ad policy could boost sportsbooks with DFS products
For massive gambling companies like DraftKings and FanDuel, this change in advertising policy could have major ramifications.
Both DraftKings and FanDuel would prefer Georgia to legalize sports betting, but there is no indication when that might happen. Now, as a DFS operator, both companies can expand their reach in Georgia ahead of sports betting legalization through DFS ads on Google.
