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Google has taken a significant step in the world of crypto and NFT by updating its advertising policy. Now, advertisements for blockchain-based NFT games will be allowed, but ads for games that involve betting with NFTs and promote real-world rewards will continue to be banned.
Google Shares Details in Blog Post
According to a blog post by Google, the new changes will take effect from September 15th and will be limited to games that meet certain criteria:
“NFT games that allow players to purchase in-game items such as virtual clothing, weapons, or armor with better statistics are consumed or used in a game to enhance the user’s experience or help users progress in the game.”
Advertisements for games that allow players to bet on NFTs, including against other players or for rewards such as cryptocurrencies and other NFT collections, will continue to be banned under the new policy. NFT casino games and other social betting paradigms that allow players to bet on or play for real-world rewards such as NFTs, cash, or cryptocurrencies will also remain prohibited.
First Step Since 2018
Developers and publishers will need to comply with Google’s gambling and games policy and obtain the appropriate Google Ads certification to run ads promoting NFT-integrated gambling sites. Previously, Google had banned all cryptocurrency-related ads on its platforms. Google did not indicate whether the ban would be permanent or subject to review at a later date. At the time, Scott Spencer, the Director of Sustainable Ads at Google, stated that the company saw enough potential consumer harm or risk and would continue to approach cryptocurrency-related ads with extreme caution.
In June 2021, Google relaxed the ban to allow certain companies creating cryptocurrency exchanges and wallets targeting the United States to advertise on the platform, provided they were registered with the Financial Crimes Enforcement Network (FinCEN) or a federally or state-chartered banking institution.