Search engine provider Google has altered its advertising policy to allow UK gaming companies to display advertisements, it has emerged.
The internet giant announced that its ban on promotional links from bookmakers and online casino operators will be lifted from today, although firms wishing to advertise must be registered with the Gambling Commission.
In addition, non-UK companies based within the European economic area will also be allowed to advertise on Google, providing they are registered with the appropriate regulator.
James Cashmore, industry leader for entertainment and media at the firm, said that Google had decided to change its stance on advertising in the UK "to ensure it is as consistent as possible with local business practices".
He stated: "We've decided to amend our policy to allow text ads to appear against search queries related to gambling in Great Britain."
Google's ban on gaming adverts, which was introduced in 2004, will remain in place for operators in the rest of the world.
The firm's London headquarters at Belgrave House was visited by the Queen and Prince Philip yesterday.
Search engine provider Google has altered its advertising policy to allow UK gaming companies to display advertisements, it has emerged.