Google has rolled out an update targeting the German market, informing advertisers that it will limit the promotion of gambling services to companies licensed by the German Federal Gambling Authority (Glücksspielbehörde, GGL).
As part of this updated gambling ad policy, advertisers were notified that GGL licensing certification will be mandatory for gambling services starting September 25, 2024.
The update stated: “Only gambling operators and brokers with a license from the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification under our gambling and gaming policy.”
The new requirement will apply to all gambling advertisers in Germany, including affiliates. Websites offering gambling services, such as pages with links to multiple operators, will no longer be accepted.
Consequently, Google will revoke all existing gambling advertising certificates in Germany by September 25, barring uncertified companies from promoting gambling services.
Google is tightening its gambling ad policies as the GGL launches a coordinated strategy with federal states to address problem gambling.
The GGL is focusing on feedback from the states to implement the new federal advertising framework, aimed at reducing the public’s exposure to gambling-related harm.
In 2026, the GGL will present a “comprehensive assessment” of gambling in Germany to the Bundestag, outlining how the sector has evolved since the Fourth Interstate Treaty on Gambling was adopted. This report will include recommendations for new federal regulations on gambling advertising, which will require Bundestag approval to become law.
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