ateors Google has made a change to its advertising policies that will affect the online gaming ads Minnesotans will see.
Beginning July 15, Google Ads will begin accepting and running advertisements for daily fantasy sports operators and lottery courier services in several states, including Minnesota.
The change will give those businesses the opportunity to promote their services in Minnesota across Google’s massive internet advertising network, including within search results and via Google advertising partner sites.
Minnesota permits DFS but doesn’t regulate it
While not regulated in the state, DFS and online lottery couriers are permitted in Minnesota.
Google lifted its ban on all online gambling advertising in 2019, allowing legal sports betting and online casino operators to target users in states where those activities are legal and regulated. Lawmakers have not legalized either Minnesota sports betting nor online casinos, leaving sweepstakes and social casinos as the only online gambling option in the state.
While Minnesotans won’t see ads on sports betting, Google’s policy change allows major sportsbook brands like DraftKings and FanDuel an opportunity to advertise their DFS products in the state. Other DFS apps available to Minnesota users include:
- PrizePicks
- Underdog
- Sleeper
- Betr Picks
This year, one of the sports betting bills contained a proposal to license, regulate and tax DFS operators. The provision was supported by the DFS industry. Unfortunately, none of the sports betting measures were passed by the Legislature.
DFS advertisers must follow Google guidelines
DFS operators wishing to target advertising to Minnesota residents must hold a license from at least one state in which regulators require one.
Those operators must also adhere to the following Google guidelines:
- Ads may not target anyone under 18.
- There must be a disclaimer on the landing page explaining that the service is for adult users only.
- Information for problem gamblers must be in the ad or on the landing page.
- Ads can’t imply any affiliation with schools or universities.
- Advertisers must be certified with Google.
Failure to follow Google’s guidelines or comply with state laws will result in the suspension of advertising privileges across the platform.
Minnesota lottery couriers include Jackpocket, theLotter and Lotto.com
Lottery courier services are apps/websites that purchase physical state lottery tickets for users. This allows customers to play national and state lottery games like Powerball and Mega Millions without having to visit a sales agent in person.
Such online services are available in Minnesota due to the state’s law allowing for “lottery service businesses.”
Lottery couriers available in Minnesota include:
- TheLotter
- Lotto.com
- Jackpocket
Jackpocket was acquired by DraftKings earlier this year in a $750 million deal. In 2022, Jackpocket became the official mobile lottery partner of the Minnesota Twins, the courier company’s first MLB deal.
Lottery couriers must follow the same Google advertising guidelines as DFS operators. That includes the requirement that the operator have a license in a state that requires one. Right now, only New Jersey and New York officially regulate, register and license lottery courier services.
Jackpocket, Jackpot, Lotto.com and TheLotter are the only couriers licensed in New York and New Jersey.
