Germany Sees Drop in Illegal Gaming Ads After Google Update
Expertise: iGaming, Online casinos
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On September 25, Google rolled out new guidelines for “gambling and other games “advertisements. The changes, which were first announced in early September, have yielded positive results for Germany, as they ensure only GGL-licensed operators advertise locally in the jurisdiction. The ads policy update also bars comparison sites that compile gambling deals from advertising.
The search engine updates were implemented following rounds of talks between GGL and Google. Through discussions initiated in 2023, the regulator persuaded Google to adopt the revised directives without requiring formal regulatory intervention.
Now, all gambling advertisers and affiliates are mandated to obtain GGL certification before they can promote gambling services in Germany.
Following the update, a GGL analysis found that paid ads for unauthorized online gambling have disappeared from Google’s German search results. Sponsored listings for unlicensed online gaming operators and illegal gaming comparison portals have also been removed.
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.
The GGL notes that while progress has been achieved, continued efforts are required to address illegal gambling operators exploiting SEO techniques, including link schemes and search rank manipulation, to gain organic visibility on Google.
However, the regulator is confident that its continued partnership with Google will further tighten restrictions on illegal gambling advertisements and ensure a safer and more transparent German gaming market.
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