Online search users in United Kingdom will be the first in the world to see sponsored gambling ads on Google search results since 2004, when it introduced a global ban on the industry. Google announced that it will accept gambling advertising from UK companies registered with the Gambling Commission and also non UK-based advertisers that are part of the European Economic Area (EEA). The extension to the EEA means that operators such as PartyGaming and 888.com, will be able to advertise on Google's PPC (Per Per Click) program.