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Google is making efforts to allow gambling advertisements in its search results, for UK. This comes after Google’s slow progress in UK (even though it dominates search in the UK) and a self-imposed moratorium in 2004. Through this change the company could generate more than £100m in revenues.

Google’s Q3 growth rate (of 17%) in the UK has prompted it to push the tempo, though it is relevant to say that the company is the market leader in search there, and shall soon follow suit in the US and elsewhere.

Previously someone at Google must’ve thought that gambling was a moral or ethical compromise. Though now that the stock’s have reached $350; slow revenue growth from UK have crossed out that school of thought. UK companies registered with the Gambling Commission will now be able to target text-based ads to users in England.

The gambling ads will automatically be classified as Non-Family Safe, not appearing on search where a user has applied the Safe Search filter.