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Missouri is still months away from its official sports betting debut in December, but advertising has already been given the green light. Google confirmed last week that licensed sportsbooks can now promote their platforms through Google Ads, making Missouri the 39th state where gambling ads are permitted under its policies.
Good to know
In its announcement, Google said:
“We will begin to accept and run ads for sports betting from certified, state-licensed entities in Missouri from August 15, 2025. Application for certification will be open to advertisers who wish to promote online gambling content in this region effective immediately.”
The update allows sportsbook operators to reach customers months before wagers are officially accepted in the state. For Missouri bettors, it means they’ll start seeing promotional campaigns from approved companies as the market prepares to go live.
To run sports betting ads in Missouri, operators must provide Google with:
They must also hold a valid gambling license in at least five U.S. states. In addition, ads are strictly prohibited from inviting or allowing anyone under 21 years old to participate.
Google emphasized that all ads must include responsible gambling messaging, reflecting the industry’s focus on consumer protection. Operators are also responsible for updating Google if there are any changes in their license status or if regulators issue rulings that impact their business.
Missouri’s December 1 sports betting launch will feature three major operators, with Circa Sports and DraftKings securing the state’s only untethered mobile licenses while FanDuel entered through a partnership with MLS club St. Louis City SC.