On October 28, 2025, Google quietly amended its Gambling and Games Policy, stating that “sweepstakes casinos are not social casino games.” This single line effectively ends years of ambiguity around how dual-currency sweepstakes platforms like WOW Vegas, Pulsz, and McLuck are classified and marketed.
The new definition means sweepstakes operators are now considered gambling entities rather than social gaming platforms. As a result, they lose access to Google’s social casino advertising category and must comply with stricter gambling ad policies that require regulatory certification something few possess in the U.S.
Industry observers see this move as part of a broader regulatory realignment. Over the past year, sweepstakes casinos have faced criticism from tribal and land-based operators for exploiting loopholes and bypassing compliance costs. By aligning with this growing sentiment, Google reinforces a global push toward responsible and transparent advertising in iGaming.
The implications are significant. Without access to Google Ads, sweepstakes casinos must re-strategize their marketing through affiliates, influencers, and organic channels. Moreover, the use of terms like “social casino” could trigger ad rejections, forcing operators to rethink their branding and messaging entirely.
This update arrives as several U.S. states including California, Montana, and Connecticut tighten legislation around sweepstakes gambling. Google’s policy shift not only sets a precedent for tech companies’ regulatory alignment but also signals a decisive step toward greater accountability in the digital gaming ecosystem.
