Google Set to Update Gambling Content Policies in the US and Germany in September

Article by : Erik Gibbs Aug 28, 2024

• 
• 

Google has announced upcoming changes to its Gambling and Games policy, which will impact advertisers in the US and Germany starting next month. These changes aim to align with local regulations and ensure that gambling-related advertisements adhere to the respective legal frameworks in these regions.

In the US, the new policy will take effect on September 9 and introduces a significant update for sports betting ads. Google will now permit advertisements from entities licensed by the Puerto Rico Gaming Commission.

This marks a notable expansion in the US market, allowing advertisers certified by this regulatory body to promote sports betting services through Google Ads. Advertisers interested in leveraging this opportunity will need to apply for certification through Google Ads to ensure compliance with the platform’s guidelines.

The changes in Germany, set to be implemented on September 25, reflect a stricter approach to gambling advertising. Under the new rules, only operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to advertise gambling products in the country. This move is designed to tighten control over gambling advertisements, ensuring that only fully compliant and licensed entities can promote their services.

For online gambling services that do not meet these criteria, the implications are clear. Google will no longer accept applications for advertising certification from these services, including those offering gambling aggregation. Existing certifications for non-compliant services will be revoked, effectively banning them from running gambling ads targeted at the German market.

These policy updates highlight Google’s ongoing commitment to adhering to local regulations and promoting responsible advertising practices in the gambling sector. The changes also serve as a reminder for advertisers to stay informed about regulatory developments in their target markets and to ensure their practices align with the latest requirements.

Advertisers in both countries should take proactive steps to review these new policies and make any necessary adjustments to their advertising strategies. Compliance with these updated guidelines will be crucial for maintaining the ability to advertise gambling services through Google’s platform in these regions.

Google made clear that while translated versions of the Help Center are available, the English version will still be the authoritative source for policy enforcement. This ensures that all advertisers are operating under a consistent set of guidelines, regardless of the language in which they access policy information.