Following Google’s decision three months ago to allow European based online gambling companies to use the Adwords facility Google has reversed its self imposed ban and has now announced that it is will allow affiliate websites to advertise and bid for Google Adwords.

Affiliate companies wishing to advertise will have to adhere to all responsible gaming policies. This will apply to affiliates that operate without a betting license that generate and push traffic to gambling and related sites.

The move may see Google’s Adwords revenue increase dramatically as affiliates have been unable to use the Adwords facility and therefore rely solely on natural SEO to generate income, some analysts have predicted it could be as high as £300 million.