Germany’s Joint Gambling Authority (GGL) has observed a notable drop in advertisements for unlicensed online gambling operators on Google Ads.
The decrease follows Google’s revision of its “Gambling and Other Games” advertising policy in Germany on September 25. While the update marks progress in tackling unregulated gambling, the GGL highlighted the need for further measures, particularly regarding search engine optimisation (SEO).
Under the updated policy, only authorised gambling operators and intermediaries with GGL permits can advertise on Google Ads. This excludes aggregator services that compare multiple gambling platforms, ensuring licensed operators receive greater visibility in search results.
This policy shift emerged from constructive collaboration between the GGL and Google, initiated in 2023. Instead of pursuing legal action, the GGL engaged in dialogue to achieve compliance.
Clear Impact Observed
Monitoring over recent weeks has confirmed the policy’s effectiveness. Audits revealed no sponsored ads for unauthorised gambling operators or comparison portals in Google’s search results.
Ronald Benter, CEO of the GGL, said: “From our point of view, the amended advertising guideline is currently having a clear effect.”
Comparison portals, previously a key driver of traffic to illegal gambling platforms, have been particularly affected.
Persistent SEO Challenges
Despite progress, the GGL acknowledged that illegal operators continue to exploit organic search results through sophisticated SEO tactics, such as link-building campaigns and ranking manipulation.
“We will remain in contact with Google to achieve further restrictions on advertising opportunities for illegal operators,” Benter stated, underlining the GGL’s commitment to tackling this issue.
Industry Concerns Amid Regulatory Hurdles
The GGL was established to centralise Germany’s gambling regulation, officially assuming full responsibilities in January 2023. However, industry leaders expressed concerns at the recent Gaming in Germany conference about the slow progress in the regulated market.
Dirk Quermann, president of the German Online Casino Association (DOCV), revealed declining revenues between 2022 and 2024 and noted that only 39 licensed online slots operators currently operate in Germany, a low figure compared to other markets.
Similarly, Mathias Dahms, president of the German Sports Betting Association (DSWV), reported falling revenues in the sports betting sector, dropping from €9.4bn in 2021 to €7.7bn in 2023. Both associations attributed the downturn to a shift from the regulated market to unlicensed operators, citing excessive regulation as a significant barrier to growth.
The GGL intends to build on its collaboration with Google to address SEO-related issues, aiming to further limit the reach of unlicensed gambling operators. At the same time, industry stakeholders are pushing for regulatory adjustments to make Germany’s market more competitive and attractive to global operators.
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