For the first time in 4 years Google have permitted gambling adverts on their Adwords. The Search Engine giant banned gambling adverts in 2004 following USA Congress pressure but now, in the UK at least, the Casino tables are open again.

 

Online gambling is a complex area with it's ability to cross borders with ease causing complex legal issues. In the summer of 2007 Linden Lab banned gambling in Second Life for exactly those reasons - they feared they would fall foul of US laws. The fall out was significant but despite the high volume protests the Second Lfe Casinos stayed closed.

 

For Google the change in policy will help offset the reduction that is expected in online advertsing for the financial sector and no doubt help encourage the Google shareholders to ignore the recent share price weakness. With profits for the third quarter up more than 25% to $1.35bn on sales of $4bn it would seem that Google is a sure bet. Google seem able to change revenue streams at will - an enviable position to be in.