In a significant development for Germany's online gambling landscape, recent changes to Google's advertising policies have led to a marked decrease in illegal gambling advertisements. This shift comes as a result of collaboration between the tech giant and Germany's Joint Gambling Authority (GGL), highlighting the growing importance of partnerships between regulators and technology platforms in combating unlicensed gambling activities.
On September 25, 2024, Google implemented updates to its "Gambling and Games" advertising policy specifically for the German market. The new guidelines stipulate that only operators and intermediaries licensed by the GGL are permitted to advertise using Google Ads. This change effectively bars unlicensed operators and comparison websites that aggregate offers from multiple gambling providers from advertising on the platform[1][5].
GGL CEO Ronald Benter expressed optimism about the initial impact of these changes, stating, "In our view, the amended advertising guideline is currently having a clear effect." The regulator reports that since the policy update, there has been no identifiable paid or sponsored advertising from illegal providers on Google's German search results page.
This development marks a significant milestone in Germany's ongoing efforts to regulate its online gambling market, which has faced challenges since the introduction of the Interstate Treaty on Gambling in 2021. The treaty legalized various forms of online gambling across all 16 German states, but implementation and enforcement have been complex.
Despite the positive outcomes, the GGL acknowledges that challenges remain, particularly in the realm of search engine optimisation (SEO). Illegal gambling providers continue to achieve visibility in organic search results through techniques such as intensive link marketing and manipulation of search engine rankings.
The collaboration between Google and the GGL is part of a broader regulatory strategy that includes strict measures such as a €1,000 monthly deposit limit across all licensed operators, a €1 stake limit on online casino slots, and prohibitions on certain types of games and betting practices.
This initiative comes against the backdrop of conflicting estimates about the size of Germany's illegal gambling market. While the GGL claimed in July 2024 that illegal gambling activity constituted just 4% of the German gambling market, independent estimates paint a different picture. A November 2023 report from the University of Leipzig suggested that unlicensed gambling accounted for 48.8% of all activity in Germany.
The success of these new advertising restrictions in Germany is drawing attention from other European countries, which are considering similar approaches to manage gambling advertising. As the international community watches, Germany's model could potentially serve as a blueprint for enhancing legal frameworks against illegal gambling in other jurisdictions.
As the situation continues to evolve, the GGL remains committed to monitoring developments and maintaining dialogue with Google to achieve further restrictions on advertising opportunities for illegal gambling providers. The effectiveness of these measures in shifting the market balance towards legal operators will be closely watched by industry stakeholders and regulators alike.
This development underscores the complex challenges facing regulators in the digital age and highlights the potential of strategic partnerships between tech companies and governmental bodies in enforcing gambling laws. As online gambling continues to grow globally, such collaborations may become increasingly crucial in maintaining a safe and regulated gambling environment.