• October 20, 2008

Google U.K. opened its network Friday to allow gambling ads to run online in the United Kingdom, where casino, poker, sports betting, among other types of gambling are legal. Lifting the ban could bring additional revenue dollars to the search engine giant.

Unlike Google's prior policy changes, this one was delivered with little advance notice, noted an analyst during the earnings call Thursday--the same day that agencies received criteria. Google said the swiftness in which the decision was made and executed stems from having a much tighter international operation that is much more responsive to the market's needs.

Companies that have a valid operating license and are registered with the Gambling Commission can now target consumers in England, Scotland and Wales with gambling advertisements through Google AdWords.-- Laurie Sullivan