Lottoland’s Fight for Fair Ads
It’s not every day that Google gets a legal nudge to play fair, but that’s exactly what happened this week. The Competition Tribunal has ruled that Google must restore Lottoland’s access to its Google Ads platform. This decision, which takes effect from 12 November for a period of six months (or until a final hearing), means Lottoland can rejoin the Google Ads game, right alongside its betting rivals.
The showdown started when Google abruptly pulled the plug on Lottoland’s ad access, while allowing competitors to continue promoting their offerings. For Lottoland, a licensed bookmaker specializing in fixed-odds bets on international lotteries, sports events, and more, this was more than a small setback. Google’s actions had knocked a huge chunk out of its customer reach and growth.
Google’s Take: “It’s a Lottery Thing”
In its defense, Google claimed Lottoland’s fixed-odds bets on South Africa’s national lottery were a red flag. Citing the Lotteries Act, Google argued that only state-licensed entities should be allowed to promote lottery-related gambling in South Africa. Its policies, the tech giant argued, are designed to keep its advertising in line with local regulations.
But here’s the catch: Google hadn’t held the same standards for other betting sites in South Africa like Hollywood Bets, Betway, and Sportingbet, which were still up and running on Google Ads. The Tribunal was quick to notice this discrepancy, stating, “Google has not presented clear evidence that Lottoland is in breach of the Lotteries Act.”
Weighing the Damage: The Cost of Google’s Pullback
The Tribunal didn’t make its decision lightly. It looked at several factors, including the potential harm to Lottoland’s business and whether Google’s actions disrupted fair competition. Since Google’s ad ban, Lottoland reported a serious drop in new customer registrations, noting that the ad freeze had put a big dent in its revenue.
With major rivals still enjoying the Google Ads platform, Lottoland was left struggling to keep pace. The Tribunal found this unfair, concluding that Google’s decision had caused “significant commercial harm” and left Lottoland on an uneven playing field.
Time to Even the Odds
In the end, the Tribunal sided with Lottoland, ordering Google to reinstate its ad access while the case is reviewed in full. The Tribunal’s move not only offers Lottoland a much-needed boost but also sends a strong message about fair competition in the digital advertising space. Lottoland now has a fighting chance to regain its audience and revenue, at least for the next six months.
As Lottoland prepares to relaunch its ads on Google, all eyes will be on how this case unfolds. For now, though, the Tribunal has made it clear: if there’s a game to be played, it should be fair for all players.
