Google to Allow Certain NFT Game Ads Starting September 15

Starting September 15, Google will allow ads for certain types of NFT games, paving the way for a broader advertising ecosystem around blockchain-based gaming.

Find out what kinds of NFT game promotions are allowed, and what remains off-limits.

Overview of Google's New Cryptocurrency Advertising Policy

Google has updated its cryptocurrency advertising policy to permit ads for blockchain-based non-fungible token (NFT) games, provided they do not promote gambling or gambling-related services.

According to a Google blog post, the new changes will take effect on September 15 and will allow ads for games that meet specific criteria.

The update specifies that promotions for the following types of games are allowed.

NFT games that enable players to purchase in-game items like virtual apparel for characters, weapons with superior stats, and armor.

These items can enhance the user's experience or aid in gameplay.

Restrictions on NFT Gaming Ads

The new policy continues to prohibit ads for games where players can wager NFTs against other players to win cryptocurrencies or other non-fungible tokens.

Advertising for NFT casino games and social betting paradigms where players can bet NFTs, cash, or other real-world prizes are also still forbidden.

Developers and publishers wanting to run ads promoting gambling-related content integrated with NFTs must "comply with the Gambling and Gaming Policies and receive appropriate Google Ads certification."

Historical Background of Google's Cryptocurrency Advertising Policy

In March 2018, Google had banned all cryptocurrency-related ads across its platform. It was not explicitly stated whether the ban was permanent or could be revisited in the future.

Scott Spencer, who was Google's Director of Sustainable Advertising at the time, stated that the company was approaching cryptocurrency-related advertising with "extreme caution" due to the potential for consumer harm.

In June 2021, Google eased its restrictions to allow ads for "some companies creating cryptocurrency exchanges and wallets" targeted at the United States, provided they are registered financial service providers with the Financial Crimes Enforcement Network (FinCEN) or are authorized by federal or state organizations.