Google to Ban Gambling Ads in Germany Except by Licensed Operators

Article by : Erik Gibbs Sep 9, 2024

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Google is making significant changes to its policies regarding gambling advertisements in Germany. Beginning on September 25, 2024, only operators and affiliates who have been licensed by the country’s Federal Gambling Authority, known as the Glücksspielbehörde (GGL), will be allowed to advertise gambling services on Google platforms. This update is part of Google’s ongoing effort to comply with Germany’s strict regulatory framework on gambling.

The new rules were communicated to advertisers as an update to Google’s Gambling and Games policies specific to the German market. It explicitly states that any gambling operator, broker, or aggregator will need to obtain GGL certification to be eligible for promoting their services. Advertisers who do not meet this requirement by the September deadline will be prohibited from running gambling-related ads, as all previous advertising certifications for gambling will be revoked.

This change impacts a broad spectrum of gambling services, including affiliates who manage platforms linking to multiple operators. These sites, which aggregate offers from various providers, will no longer be allowed to advertise unless they are certified by the GGL. By tightening its policies, Google aims to ensure that gambling advertising in Germany remains in line with the nation’s regulations.

Germany’s Federal Gambling Authority, which is working closely with the individual states, has developed this licensing system as part of a coordinated effort to combat issues related to problematic gambling. The GGL’s initiative represents a larger push within the country to regulate gambling more strictly, minimizing public exposure to potentially harmful gambling activities. This regulatory shift follows the adoption of Germany’s Fourth Interstate Treaty on Gambling, also known as GlüNeuRStv, which aims to modernize and reform the country’s approach to gambling oversight.

One of the key elements of this agreement was to establish consistent gambling regulations across Germany’s various states, particularly when it comes to advertising. As part of its ongoing strategy, the GGL is gathering feedback from the states to ensure that new federal advertising rules reflect the needs and concerns of each region. This feedback will be crucial in shaping the future direction of gambling regulations in Germany.

Looking ahead, the GGL plans to present a comprehensive evaluation of the country’s gambling landscape in 2026. This report will be submitted to the Bundestag, Germany’s federal parliament, and will include recommendations for new protections related to gambling advertisements. These findings will be based on the GGL’s observations and assessments of the impact that the current regulatory framework has had on the industry since the introduction of the Fourth Interstate Treaty.