GGL and Google Collaborate to Curb Illegal Gambling Advertisements in Germany

The Joint Gambling Authority of the States (GGL) has announced significant progress in restricting advertisements for illegal online gambling providers, following Google's updated advertising policy introduced on 25 September 2024.

Under Google’s revised "Gambling and Other Games" advertising policy in Germany, only authorised gambling operators and intermediaries holding GGL-issued licences are permitted to advertise via Google Ads. Notably, comparison websites aggregating gambling offers are excluded from eligibility under the updated rules.

This policy change reflects a collaborative initiative between Google and the GGL to combat illegal gambling activities by reducing their advertising opportunities. Discussions between the two parties, initiated in 2023, led to the policy revision without requiring formal administrative action.

Since its implementation, the GGL has reported a marked decline in advertisements for illegal gambling on Google’s search results pages. Regular checks have verified the removal of paid or sponsored ads from unauthorised operators, including comparison portals promoting illegal services.

GGL CEO Ronald Benter commented:

"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 the progress, the GGL highlights the ongoing challenge of combating illegal gambling promotions through search engine optimisation (SEO). Illegal operators often exploit strategies such as link marketing and ranking manipulation to achieve organic visibility on Google.

The GGL remains optimistic about its continued collaboration with Google, aiming to strengthen restrictions further and foster a more regulated and equitable gambling market in Germany.