Google to Allow Online Lottery Ads in Colombia From October 21

Google published the policy update on October 5. Its new Colombia table includes lotteries alongside online casinos and sports betting, which are already permitted under existing conditions.

Lottery Operators Face a Separate Approval Check

Google’s updated Colombia rules list two requirements for online gambling operators: registration with Coljuegos and a valid license. Lottery advertisers must additionally provide authorization from CNJSA.

The policy doesn’t explain how those conditions will apply to every lottery business. It also doesn’t identify any operators already approved under the new category.

For applicants, the distinction matters. CNJSA authorization isn’t presented as a replacement for the existing licensing requirements. Google’s certification process remains a separate step.

Seven Existing Gambling Categories Stay Unchanged

A comparison with Google’s current Colombia rules shows the limits of the expansion. Before October 21, the permitted online gambling list contains seven categories: slots, roulette, blackjack, baccarat, bingo, poker and sports betting.

The October update adds lotteries as the eighth. It doesn’t introduce new permissions for the other seven categories.

There is also a distinction for affiliates. Google’s rules for gambling-promoting content still refer to Coljuegos registration and valid licensing, so comparison sites cannot treat the lottery update as blanket approval for paid traffic.

For affiliates preparing Colombian lottery campaigns, the operator’s authorization is the first thing to check. Google certification remains a separate requirement. Gambling advertising must also avoid targeting minors, and landing pages need responsible gambling information.

October 21 Brings Another Google Advertising Change

The date coincides with a separate Google policy update. As 15M reported, eligible online casino advertisers will gain access to YouTube Masthead advertising on October 21.

The two changes deal with different restrictions. The Masthead update concerns an advertising placement; the Colombia update concerns which gambling products may be promoted in that country.

For lottery operators, October 21 is the next date to watch. Google says it will update the main Gambling and games policy page when the revised Colombian rules take effect.