Google loosens ad guidelines for NFT game providers

The rule changes will go into effect on Sept. 15

article-image

The Bold Bureau/Shutterstock modified by Blockworks

share

Google recently tweaked its policies on cryptocurrencies and related products, expanding the range of permissible advertisements for games based on NFTs.

When the changes go into effect on Sept. 15, advertisers offering NFT games that don’t promote gambling will be able to safely advertise those products, provided that they are certified by Google. 

To be certified, the NFT games cannot involve the staking or wagering of NFTs in exchange for a chance to win other NFTs, cryptocurrencies or anything else of real world value, according to the rule change.

Ad-eligible NFT games also may not promote simulated casino gambling, nor can they promote “real money gambling destinations.” 

Google cites blockchain-based NFT games, where players can buy in-game items like weapons or armor for their characters, as acceptable examples.

Read more: YouTube Has a New CEO Who Actually Gets NFTs

Companies that want to advertise their NFT games will also need to comply with Google’s gambling policy, which was also updated in late August. 

The gambling policy now stipulates that advertisers may not target users under 21 and must include a warning about the dangers of gambling addiction.

Google clarified that breaches of its cryptocurrency and NFT advertising guidelines will not result in an “​​immediate account suspension.” Instead, users will first receive a warning before any action is taken against the offending account.

Google has been gradually warming up to Web3 since at least January 2022, when it created a division of the company dealing exclusively with “blockchain and other next-gen distributed computing and data storage technologies.”

More recently in April 2023, Google Cloud introduced a Web3 startup program, which gives fledgling companies access to benefits like access to Alchemy University and grants from foundation partners.


Get the news in your inbox. Explore Blockworks newsletters:

Tags

Decoding crypto and the markets. Daily, with Byron Gilliam.

Upcoming Events

Old Billingsgate

Mon - Wed, October 13 - 15, 2025

Blockworks’ Digital Asset Summit (DAS) will feature conversations between the builders, allocators, and legislators who will shape the trajectory of the digital asset ecosystem in the US and abroad.

recent research

Research Report Templates.png

Research

Pipe Network is a decentralized content delivery network (dCDN) that replaces the sparse, capital intensive data center footprint of traditional CDNs with a permissionless mesh of independent node operators. By orchestrating under-utilized resources that already exist at the edge, rather than purchasing or leasing thousands of servers, Pipe slashes capital intensity while letting supply expand autonomously in the places where bandwidth is scarcest and most expensive.

article-image

ETH’s “breakout marks a significant structural shift and clears the path towards…$4,000,” Kraken’s OTC desk noted

article-image

Fiscal dominance isn’t about interest rates and it isn’t about Trump, either

article-image

Firestarter Storage brings decentralized storage and delivery to Solana

article-image

After lengthy closing arguments on Wednesday, the case is now in the hands of 12 jurors

article-image

Analysts cite weak trading volume and regulatory progress as factors

article-image

Builders weigh in on Ethereum’s first decade and the decisions that will define its next one