Google has updated its advertising policy related to cryptocurrencies and non-fungible tokens (NFTs). The changes, set to take effect on September 15th, will allow ads for blockchain-based NFT games that do not promote gambling or gambling services. This update reflects Google's evolving stance on digital assets and blockchain technology.
Under the revised policy, Google will permit ads for NFT games that enable players to purchase in-game items like virtual clothing, weapons, or armor, which can enhance the gaming experience or help players progress within the game. However, these advertisements must adhere to specific criteria to ensure they don't promote gambling-related activities.
Ads for games that involve betting or staking NFTs, as well as those offering rewards in cryptocurrencies or other NFTs, will remain prohibited. This means that NFT casino games and any social gambling models that allow players to wager NFTs or real-world prizes will not be allowed.
For developers and publishers seeking to run ads for gambling-related content integrating NFTs, they will need to adhere to Google's gambling and gaming policies and obtain the necessary Google Ads certification.
Google's approach to cryptocurrency-related advertising has evolved over the years. In March 2018, the company implemented a blanket ban on all cryptocurrency-related advertising on its platform, citing concerns about consumer harm. While it initially did hold this spec permanent, it signaled a cautious stance toward cryptocurrency advertising.
In June 2021, Google relaxed its restrictions, allowing certain companies that provide "US-targeted cryptocurrency exchanges and wallets" to advertise, provided they were registered as money services businesses with the US Financial Crimes Enforcement Network or a federated entity-charter bank. This gradual shift in policy reflects the growing acceptance and regulatory clarity surrounding cryptocurrencies and NFTs.
