11 February 2009 | Author: Betty Emirzian

It's Google's gamble as MPs call for policy review

Members of Parliament are challenging Google's decision to allow gambling advertising, calling for the search giant to review its policy. The motion is being led by Labour MP for Birmingham Perry Barr, Khalid Mahmood.

Google had implemented a ban on gambling advertising back in June 2007 - a move that the Mountain View agency had said was part of a global, company-wide move. But the restrictions were lifted on paid search gambling terms within the UK last October, allowing licensed UK gaming and gambling companies to run AdWords campaigns. Moreover, any gambling and gaming companies within the European Economic Area were also allowed to run UK campaigns upon the overturn.

The move was made on the basis that it would make Google more relevant in local markets. It also follows reports from the search authority that clicks had been slowing down within its search platform, revealing further motives behind lifting the ban. Online gaming and gambling still remains illegal in the US online market.

Following the lift on the ban, Parliament made reference to reactions from religious bodies, stating: "This house notes with concern the recent decision of Google to reintroduce online gambilng advertisements during a period of economic downturn; supports the Church of England's position that the actions of Google risk normalising gambling in society; and calls on Google to review its policy in line with its own obligations on corporate social responsibility."

Parliament is now formally asking the search engine company to review its policy, in obvious hopes that it will replace the ban.

What will become of the teetering ad ban? Well...it's Google's gamble.

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