Google Tightens the Reins on Illegal Gambling Ads in Germany
The Joint Gambling Authority of the States (GGL) has reported progress in restricting illegal online gambling advertisements following a recent update to Google’s "Gambling and Other Games" advertising policy in Germany. The revised policy, implemented on 25th September 2024, limits the use of Google Ads to gambling operators and intermediaries licensed by the GGL.
Under this directive, unauthorised operators and comparison websites that aggregate gambling offers are no longer eligible to advertise on Google’s platforms. This initiative stems from a collaborative effort between the GGL and Google, initiated in 2023, which avoided the need for formal administrative action.
Since the update, the GGL has observed a marked reduction in illegal gambling advertisements on Google’s search results pages. Inspections have confirmed the absence of paid ads from unauthorised operators, including portals linking to illicit gambling services.
Despite these advancements, the GGL emphasised the ongoing challenge posed by illegal operators leveraging search engine optimisation (SEO) tactics, such as link marketing and ranking manipulation, to maintain organic visibility.
The GGL remains committed to tackling these challenges and anticipates further collaboration with Google to strengthen restrictions on illegal gambling promotions, ensuring a fair and regulated gambling market in Germany.
For more information on these developments and compliance strategies in the gambling industry, contact Nikolas Lotz ([email protected]), Kurt Laferla ([email protected]) or Thees Buschmann ([email protected]) from Chevron Group.
