Google Revises Ad Policy to Allow NFT Game Ads, Effective September 15

6:25 pm
September 6, 2023
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Google has updated its advertising policy to permit the promotion of blockchain-based NFT gaming in ads, as long as they do not involve gambling. The changes, which will take effect on September 15, will only apply to games that meet specific criteria. According to Google’s blog post, advertisements will be allowed for NFT games that allow players to purchase in-game items like virtual apparel, weaponry, or armor to enhance their gaming experience. However, ads for games that involve wagering or staking NFTs against other players or for cryptocurrency rewards will remain prohibited. NFT casino games and other social betting formats that offer real-world prizes such as NFTs, cash, or cryptocurrencies will also continue to be banned.

To run ads that promote gambling-related content integrating NFTs, developers and publishers must comply with Google’s Gambling and Games policy and obtain the necessary Google Ads certification.

It is worth mentioning that this update follows Google’s previous ban on all cryptocurrency-related advertising on its platforms, implemented in March 2018. At that time, Scott Spencer, the Director of Sustainable Ads at Google, stated that the ban was a precautionary measure due to the potential for consumer harm. In June 2021, Google partially lifted the ban to allow registered cryptocurrency exchanges and wallets targeting the United States to advertise on the platform.

FAQs

What is NFT gaming?

NFT gaming refers to games that utilize non-fungible tokens (NFTs) on a blockchain-based platform. NFTs are unique digital assets that can represent ownership of in-game items, virtual collectibles, or even real-world assets.

Why did Google ban cryptocurrency-related advertising?

Google implemented the ban in March 2018 due to concerns over consumer harm and the potential risks associated with cryptocurrency-related ads. The company wanted to approach these ads with caution to protect users.

What are the criteria for NFT games to be eligible for advertising on Google?

To be eligible for advertising on Google, NFT games must allow players to purchase in-game items like virtual apparel, weaponry, or armor to enhance their gaming experience. Any games involving gambling or offering rewards in the form of cryptocurrencies or NFTs would not be eligible for advertising under Google’s policy.

Are there any other restrictions on NFT game advertisements on Google?

Yes, ads for NFT casino games and social betting platforms where players can wager or play for real-world prizes such as NFTs, cash, or cryptocurrency will remain prohibited on Google.

How can developers and publishers promote gambling-related content integrating NFTs?

Developers and publishers can promote gambling-related content that integrates NFTs on Google by adhering to the Gambling and Games policy and obtaining the necessary Google Ads certification.

Summary

Google has revised its advertising policy to allow for ads promoting NFT gaming, starting September 15. The policy update permits ads for NFT games that enable players to purchase in-game items to enhance their gaming experience. However, ads promoting gambling-related NFT games or those offering rewards in the form of cryptocurrencies or NFTs will remain prohibited. Developers and publishers looking to advertise gambling-related content integrating NFTs must comply with Google’s Gambling and Games policy and receive the appropriate Google Ads certification.


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