MPs AND Church leaders have condemned Google over its plans to allow gambling firms to advertise on its search engine site.

From today bookmakers and on-line casinos will be able to advertise on Google after rules on advertising were relaxed. The move, which allows companies to buy sponsored links in Britain, brings to an end a global four-year ban. Google operates the world's most popular internet search engine.

A spokesman for the Church of England said: "Whatever people are searching for on Google, it probably isn't the chance to risk developing a serious problem. As people are facing more financial uncertainty, the fantasy of instant wealth could become particularly attractive and the consequences of losses correspondingly serious."

Google said advertisers would have to be regulated in Britain or Europe and carry internet links to addiction organisations. But Labour MP Peter Kilfoyle 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."

Google's James Cashmore said: "Gambling ads will automatically be classified as non-family safe which means they will not show on any search where the user has applied the safe search filter."

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