New Media Age has expanded on the news that Google UK has relaxed its bidding policies on Adwords. The media news publication reports that the new policy allows gambling-affiliated companies without a UK gaming licence to bid on AdWords.
 
Google opened up the Adword bidding to gambling companies last October, but only applied the ruling to those companies that had a valid UK gaming licence.
 
The search giant has now liberated its policies further, and will now allow any company, subject to approval, that has a valid connection with gaming or gambling to run Google AdWords campaigns, NMA explains. This will apply to third-parties such as affiliates without a licence that drive traffic to gambling sites or betting odds comparison sites.
 
Gambling experts predicted that Google UK's important police change in October could generate additional revenues of up to GBP 300 million, and the business response to the new policy has reportedly been significant.