In Germany, Google tightens rules on gambling ads

Garance Limouzy September 6, 2024

Google has that only gambling operators with a license to advertise on the Internet, issued by the German regulator, the Gemeinsame Glücksspielbehörde der Länder (GGL), will be eligible to advertise their products on the platform.

The updated policy, which will be effective from 25 September 2024, stipulates that only gambling operators and affiliates with a valid “gambling advertising permit” issued by the GGL can apply for advertising certification from Google. Verticals impacted by the new regulation include sports betting, horse racing, lotteries, virtual slot machines, online casinos, and online poker.

Google’s new regulations also state that both advertisers running ads on their own behalf and agencies representing these advertisers must be certified by Google. To obtain this certification, applicants need to comply with existing German advertising guidelines as well as any new guidelines introduced by the GGL. Any existing certifications for advertisers who do not meet these criteria—including affiliates offering aggregation services by linking multiple gambling offers on a single landing page—will be revoked as of the policy’s effective date and will no longer be able to run gambling ads targeted to German users.

GGL’s broader strategy

The GGL has recently announced a with state coordination offices to improve gambling addiction prevention and support services. The idea is to implement a more integrated approach between departments, with a focus on exchanging information on gambling law and addiction prevention strategies and understanding the specific challenges faced by the state offices. The GGL is now preparing for the annual action day against gambling addiction, scheduled for 25 September. This event, organised by the federal states, aims to raise public awareness about gambling addiction and promote available support services.