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Restriction of Blocking of Video Game Ads: Google AdSense. What Publishers Need to Know


Google AdSense will remove the ability to block ads from the video game category. So if you previously told AdSense not to show ads related to video games on your site or in your apps, that block will soon no longer be respected. Google will remove the control on May 15 and then as of June 15, it will no longer honor that directive and show ads on the topic of video games.


Google wrote:

Starting May 15, 2025, we will begin phasing out the sensitive category "Video games (casual & online)" from blocking controls. Once this happens, you will no longer be able to block video games, online games, and downloadable games using the sensitive category, "Video games (casual & online)".

Google added:

The Video Games (Casual & Online) category will get the "Obsolete" label in your blocking controls on May 15, 2025. Then from June 15, 2025, your existing blocks will no longer apply. Note, you can still use the "Video Games, Consoles & Accessories" and "Online Games & Puzzles" general categories (and their subcategories) to block ads from video games, online games, and downloadable games if you consider these types of ads inappropriate for your users.

 Of course, if you will advertise video games, you can expect more impressions in the future.


Timeline of Google AdSense Video Game Ads Blocking Change

-------------------------------------------------------

May 15, 2025  | "Video Games (Casual & Online)" category deprecated

              | "Deprecated" label added to Blocking Controls

-------------------------------------------------------

June 15, 2025 | Existing blocks cease to function

              | Gaming ads may appear unless alternative blocks applied

-------------------------------------------------------

Final Thoughts

The move to restrict blocking of ad categories for video games is another move by Google to take its own ad ecosystem to a more automated and revenue-driven system. Though contributing to general monetization, this is at the expense of publisher autonomy. Once again, keeping up-to-date and adjusting tactics is important to ensure that in addition to ad revenue, there is still audience trust.


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