Google has introduced a policy update for cryptocurrency-related advertisements, permitting advertisers to promote blockchain-based video games that incorporate Non-Fungible Tokens (NFTs) within their gameplay. However, the tech giant has concurrently imposed restrictions on ads for cryptocurrency games related to gambling and token staking rewards.
This ad rule amendment, slated to take effect on September 15, represents Google’s latest stride in embracing blockchain and NFT games within a framework of regulation. Under the updated policy, advertisers are allowed to create Google ads for games offering in-game cosmetic items, weapons, or other virtual assets available as NFTs.
However, Google’s revised ad policy clearly stipulates that cryptocurrency or NFT games enabling players to “wager or stake NFTs in exchange for the opportunity to win anything of real-world value,” including NFTs themselves, are not eligible to advertise through Google’s platform.
Likewise, “social casino games” that grant users NFTs and “real money gambling” games are categorically prohibited from utilizing Google ads for promotional purposes. Furthermore, games that facilitate users to stake or “lock up” their cryptocurrencies or NFTs to earn additional cryptocurrency over time also fall under the scope of Google’s restrictions, as outlined in the announcement.
Crucially, any elements deemed as constituting “gambling” by Google will trigger enhanced restrictions, mandating that companies obtain gambling licenses or certification through Google’s gambling application process.
Significance of Google’s Approach
This policy shift by Google underscores the company’s discernment between games where NFTs serve as in-game items enhancing gameplay and those in which NFTs facilitate gambling mechanisms for players.
In July, Google instituted new regulations for its mobile Google Play Store, permitting Android developers to integrate NFTs into their games as long as they refrain from integrating gambling mechanics. Additionally, the sale of NFT “bundles” through gacha or loot box-style mechanics was explicitly prohibited under the updated Play Store rules.
Google’s updated advertising policy represents a nuanced approach to the evolving landscape of blockchain and NFT games, recognizing the diverse use cases of NFTs in gaming while maintaining a vigilant stance against gambling-related activities within these games.
