Google has been criticised as 'irresponsible' for lifting its ban on gambling links. Photo / HoS

Google has been criticised as 'irresponsible' for lifting its ban on gambling links. Photo / HoS

British bookmakers and online casinos will be able to advertise on Google, the world's most popular internet search engine, from today.

The company, which yesterday received royal approval when the Queen visited its British headquarters near Victoria station, was condemned as 'irresponsible' by MPs and church leaders for lifting its four-year ban and allowing gambling companies to buy 'sponsored links' on its site in Britain.

Google introduced a global ban on gambling adverts on its site in 2004, but decided to end it for British customers after rules on television advertising for bookmakers, casinos and gambling websites were relaxed.

Google insisted that all advertisers using the service would have to be regulated in Britain or Europe and would have to have internet links to organisations helping problem gamblers.

But critics condemned the move, saying the adverts could attract people hit by the global economic downturn.

The Church of England led attacks on the decision, which came a day after figures were released showing a 25 per cent increase in people seeking help with gambling problems.

A CofE spokesman said: "Whatever people are searching for on Google, it probably isn't the chance to risk developing a serious problem that could have a hugely negative effect on themselves and their family.

"As people are facing more financial uncertainty, the fantasy of instant wealth could become particularly attractive and the consequences of losses correspondingly serious."

Figures released this week by the gambling addiction charity GamCare showed a huge increase in the numbers of people seeking help.

Nearly 38,000 called its betting hotline last year, compared with just over 30,000 the year before.

Callers had racked up average debts of 17,500 pounds.

Last night MPs of all parties warned Google not to exacerbate the problems of online gambling.

Peter Kilfoyle, the former Labour Defence minister, said: "It's the height of stupidity. It seems probably the worst of times for people to be encouraging gambling after we have been facing a financial crisis built on reckless gambling in the markets."

Don Foster, the Liberal Democrat Culture spokesman, added: "Clearly this is perfectly legal, but it is of huge concern that we have further expansion of the advertising of internet gambling when we know it creates problems."