Google UK will soon be displaying “Adwords” advertising links to online gambling sites.

Google Adwords is a system of advertising links based on the “Pay Per click” principle. Companies buy keywords and when the internet user enters one of these keywords into the Google search engine, it displays an advertising link towards companies that have purchased the keyword. These companies pay Google according to the number of clicks made by internet users on Google’s advertising link to their site.

Until now, an English internet user who entered the key words “poker”, “betting” or “casino” into the Google search engine could not receive advertising links to poker or betting sites or indeed to any online gambling sites in general.

This situation is about to change.

There is no doubt that the heavyweights of the online gaming market will be rushing to benefit from this new opening.

Famous companies such as Sportingbet, 888, and PartyGaming are listed on the London Stock Exchange, which makes the United Kingdom an ideal country for opening Adwords to online gaming.

Nevertheless, this opening remains limited, because the purchasing of keywords featuring the name of a poker room or casino remains prohibited. For example, if an internet user searches for the words “Full Tilt Poker” or “Betfair” in Google, no Adwords advertising links will be returned.

Google has finally decided to change its policy in response to pressure from its competitors, such as Yahoo UK and MSN UK, which have pocketed millions of dollars since their adoption of this measure.

This move may be an indication of changes to come on Google France, after the anticipated liberalisation of online gambling on the other side of the English Channel.