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Google issued a statement after Sky cleverly, and legitimately sidestepped the rules in a campaign which directs punters to a page from Sky’s Poker TV channel.

The ad complies with Google regulations because it does not send the punter to a site where they can actually gamble with real money, but the link does depict gambling.

Yahoo! is also taking a similarly restrictive approach to gambling advertisements, despite its own foray into the poker market. It has apparently told potential advertisers that it will not accept any adverts that “contain invitations to play, any mention of money, or any offers to take part in gaming.”