YouTube to ban gambling ads on homepage masthead
Google-owned video platform also bans alcohol and political banners as it beefs up marketing restrictions policy
Google will stop accepting advertisements on its YouTube masthead ad space from the gambling industry.
The YouTube masthead is one of the most prominent pieces of advertising real estate on the internet in the shape of a large, rectangular banner across the top of the video platform’s homepage.
From 21 June, ads featuring gambling-related content will be banned in this space, as will advertisements for alcohol, prescription drugs and political/election campaigns.
The ban marks yet another reformation of YouTube’s ad policy, with the platform confirming last year that it would discontinue full-day reservations for its masthead space to avoid a monopolisation of its homepage.
Speaking to Axios, a Google spokesperson said: “We believe this update will build on changes we made last year to the masthead reservation process and will lead to a better experience for users.”
In December 2020, Google also introduced new gambling ad controls for its users, to allow customers to select to see fewer gambling ads, as well as alcohol ads, with one click of a button in their settings.
Speaking to EGR, Chris Harrison, Google industry head for financial trading and igaming, revealed the tech giant was in ongoing discussions with leading gambling trade bodies on how to best market the new tool.
Harrison said: “We haven’t necessarily marketed it with any great degree at this stage. We’re in talks with the Betting and Gaming Council as to how we can promote it. We are in talks with GamCare as to what we can do through them too.
“We’re doing the same thing in jurisdictions around the world, including the American Gaming Association, to work out what we can do in the US. The same across Europe, Asia and Africa as well,” he added.