Google is going to allow advertising for gambling.

This is a significant change in a direction opposite of the political advertising from Google. This is a first step to lift the ban on the advertising world that was self imposed in 2004 and allow the ads on gambling in the UK . In all other countries remain banned.

Industry experts say that the search engine, which yesterday welcomed the Queen and the Duke of Edinburgh at its offices in London, could generate more than £ 100 million of revenue resulting from the change of rules which come into force today . The share of the advertising market in search of payment is about 70% in the UK.

A spokesman for Google James Cashmore said: “In recent months, Google has been revising its policy on advertising of gambling to be sure it’s the most consistent as possible with local business practices .. … Following a review, we decided to change our policy in the sense of allowing text ads that appear on search queries related to gambling in Britain . We hope that this change will improve the search experience for users and help advertisers connect with consumers “.

<Put text ads in regulated companies, will be treated as “adult” and Google will offer the possibility that these ads do not appear in results when applying parental controls or security filters search.

The ads are already betting on show for a while on British television channels, and even some channels, offering games of roulette, blackjack and poker to viewers via telephone.

The reaction of the companies involved had not been expected.

” Our business is based a lot on advertising that is our showcase “, said Clive Hawkswood , the chief executive of the Remote Gambling Association , RGA, whose members include Ladbrokes, PartyGaming, 888 and other sites of online games. “Our products are online, so that marketing will be from now through Google.”

Google goes for the jackpot .