Google Enforces Strict GGL Certification for Gambling Ads in Germany
As part of its revised Gambling and Games Policy for the German market, Google has informed advertisers that, beginning on 25 September 2024, a GGL licensing certification will be mandatory for any gambling-related promotions.
Google has announced a significant update for advertisers in Germany, restricting the promotion of gambling services to businesses licensed by the German Federal Gambling Authority, the Glücksspielbehörde (GGL).
As part of its revised Gambling and Games Policy for the German market, Google has informed advertisers that, beginning on 25 September 2024, a GGL licensing certification will be mandatory for any gambling-related promotions. Google stated:
“Only gambling operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification for the gambling products specified in our Gambling and Games Policy.”
This requirement will apply to all gambling advertisers, including affiliates, and will exclude those offering aggregation services, such as platforms linking to multiple offers from different operators on their landing pages.
Due to these changes, Google will revoke all previously granted certifications for gambling advertising in Germany as of 25 September 2024. Moving forward, only businesses with GGL certification will be able to promote gambling services under Google’s terms and conditions.
The tightening of these policies aligns with the GGL’s broader strategy, which is coordinating with the Bundesländer(federal states) to address problematic gambling in Germany. The GGL has sought feedback from individual states to apply a new federal framework aimed at minimizing public exposure to gambling ads.
In 2026, the GGL is set to deliver a “comprehensive evaluation” of German gambling to the Bundestag, which will assess the effectiveness of reforms made since the implementation of the Fourth Interstate Treaty on Gambling (GlüNeuRStv). This evaluation will include the GGL’s recommendations for additional federal protections related to gambling advertisements, which would require Bundestag approval to become law.
