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Friday, October 17, 2008

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Google UK Allows Gambling Ads Now

The Guardian reported that starting today, gambling ads will be introduced for Google UK (excluding Northern Ireland). “Web users in Great Britain will be the first in the world to see gambling ads on Google since 2004, when the US search engine giant introduced a global ban,” the Guardian writes, and later adds that Google’s “relaxation of gambling advertising follows new UK rules introduced last September under the Gambling Act 2005 allowing betting ads to run on TV around sports events and after the 9pm watershed.” Gambling ads are classified as non-family friendly though, Google says, so they won’t show when SafeSearch is enabled.

The Google AdWords content policy’s gambling section now reads:

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Don’t promote online gambling or related sites when targeting ads outside Great Britain.
Advertising for the promotion of online gambling websites is not permitted to target locations outside Great Britain (England, Scotland, and Wales). Ads for online gambling will not be displayed in other countries.
Online gambling includes, but is not limited to, the following:
• sports books and sports betting
• lotteries
• bingo
• poker
• sites that provide tips, odds, and handicapping
• software facilitating online casinos and gambling
• gambling tutoring online
• gambling-related eBooks
• ’play for fun’ gambling or casino games of skill including sites where the primary purpose is ’play for fun’ gambling
• affiliate sites with the primary purpose of driving traffic to online gambling sites
Advertising online gambling in Great Britain (England, Scotland, and Wales)
Google AdWords allows online gambling advertisements to target Great Britain (England, Scotland, or Wales) as long as the advertiser is registered with the Gambling Commission and provides a valid operating license number. Advertisers based outside the UK and within the European Economic Area who wish to target online gambling ads to England, Scotland, or Wales must be licensed to advertise online gambling in their respective country.
If you meet the above requirements and want to get started, review our Great Britain gambling application process below. [snipped]

Poker & casino sites are one of the most spammed-for areas out there. I’m curious how the AdWords displayed in the UK will fare; I didn’t spot one yet (perhaps Google is checking the user IP), if you see some, please post a comment and screenshot.

[Thanks Manoj Nahar!]

Google UK Allows Gambling ... by Philipp Lenssen Comments (4)

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A profitable business with high turnover and quick payback. This is what every entrepreneur dreams of. The bookmaker business ideally meets these requirements. But, like any other type of activity, it requires an initial investment. And the biggest expense is getting a license.

What is the risk of lack of documents?

First, you will get problems from the official regulator. You won’t get away with a simple fine. At the very least, it will be huge. In addition, along with the fine, you, in most countries, will receive a ban on business. In some – not only your particular enterprise, but also a ban on engaging in bookmaking activities throughout your life. In the territory of this country.

Secondly, you cannot buy traffic from PPC systems. The same Google Adwords requires all sites related to gambling and betting, copies (scans) of the relevant documents. At the same time, the license must indicate in which countries you can operate. And, if you try to expand the geography of your advertising campaign to countries that are not included in this list, then the campaign will be blocked. After a couple of such attempts, you will receive an account ban. And problems with creating advertising campaigns in the future.

Thirdly, the site can be blocked in search results. For example, Yandex does this in Russia. Thus, you will lose an important channel (often almost free) of traffic and, as a result, additional profit.

Fourthly, in some countries, in addition to a fine and a ban on bookmaking activities, you can also fall under criminal prosecution.

Fifth, some software providers may refuse to work with you.

Problems of obtaining a sports betting license

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Each country has its own requirements for bookmakers. In Russia, for example, this is 100 million of authorized capital and 1 billion of total assets. In rubles, but that doesn’t make it any easier.

In order to get around this limitation, you can work under the franchise of a large bookmaker. But that doesn’t solve all the problems. In addition, if you want to work in several countries, then such a license may not cover all of them.

One-stop solution

There are countries that issue universal licenses, and you don’t even need to leave the country in which you are located to obtain them. These are countries such as Malta, Curacao, Island Man, Gibraltar, Alderney. For such states, issuing such permits (as well as selling citizenship, registering domains, and so on) is a good way to deposit the treasury.

Betronic Software assists its customers in get these licenses. We have done this operation successfully many times. We help in the preparation of all necessary documents and negotiations. If you need such a service, just contact us through the feedback form or through the online chat.

Malta license

The Malta Gaming Authority is responsible for issuing B2C licenses. This type of documents permits betting activities in countries where it is not prohibited.

Documents for registration:

• statement;
• copies of personal documents of each beneficiary of the company;
• a short resume of professional activity;
• certificates of no criminal record;
• charter, business plan and some other documents.

The paperwork takes about 2 months. A temporary license is issued quickly. Constant – after about six months.

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Malta betting license cost

The annual license fee will cost 25,000 euros. In addition, income tax is paid at a flexible rate from 0.40 to 1.25%.

Curaçao license

The Antilles Chamber of Commerce has been issuing bookmaker permits since 1996. It is one of the oldest, most reliable and stable offshore gambling companies. Not a bad alternative to Malta.

Has the following bonuses:

• banks willingly open merchant accounts (Merchant Account) for transactions and deposit / withdrawal of funds;
• manufacturers of bookmaker software freely cooperate with the owners of such a license;
• Income tax in Curacao is 22%, but if you are in the E-Zone, then it is 2%.

E-Zone is a special economic zone in the Netherlands Antilles, which can significantly reduce tax payments. The E-Zone tax regime is protected from changes until December 31, 2025.

The cost of registration is also about 25,000 euros.

Curacao has strict technical requirements for bookmakers. Among them:

• storage of backup information about customers and transactions in the territory of Curacao; software certification by a profile auditor;
• the presence on the site of the sections Terms and Conditions, Refund Policy;
• the presence of a clickable icon confirming licensing.

Conclusions

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Do you want to work within the legal framework and save yourself from many problems? Malta and Curacao licenses will make it faster, easier and, most importantly, much cheaper than other options.