Key points:
- Google’s updated policy limits Google Ads to GGL-licensed gambling operators in Germany
- The policy has reduced illegal gambling advertisements on Google’s search results pages
- The GGL continues to address challenges posed by illegal operators using SEO tactics for visibility
The Joint Gambling Authority of the States (GGL) has reported progress in restricting advertisements for illegal online gambling providers through Google's updated advertising policy, implemented on 25 September 2024.
Following this update to Google’s "Gambling and Other Games" advertising policy in Germany, only authorised gambling operators and intermediaries with GGL-issued licences may advertise via Google Ads.
Additionally, comparison websites that aggregate gambling offers are excluded from advertising eligibility under the revised policy.
This change reflects a collaborative effort between Google and the GGL to combat illegal gambling by limiting advertising opportunities.
The GGL initiated discussions with Google in 2023, resulting in this amended directive without resorting to formal administrative action.
Since the policy's implementation, the GGL has observed a decline in illegal gambling advertisements on Google’s search results pages.
Regular checks have confirmed the disappearance of paid or sponsored ads for unauthorised operators, including comparison portals linking to illegal services.
Commenting on the development, Ronald Benter, GGL CEO, stated: “In our view, the amended advertising guideline is currently having a clear effect. We will continue to monitor developments and remain in contact with Google in order to achieve further restrictions on advertising opportunities for illegal gambling providers."
Despite this progress, the GGL has emphasised the need for further efforts to combat illegal gambling promotions through search engine optimisation (SEO) – with illegal operators often achieving organic visibility on Google through strategies like link marketing and ranking manipulation.
The GGL remains optimistic that ongoing collaboration with Google will strengthen restrictions against illegal gambling advertisements, ensuring a more regulated and fair gambling market in Germany going forward.
