Google Advertising Policy Changes Help GGL in Fight Against Illegal Gambling in Germany
The German gambling regulator, Gemeinsamen Glücksspielbehörde der Länder (GGL), says it’s making progress in the fight against illegal gambling after Google’s recent policy changes. With stricter certification requirements in place, ads for unlicensed operators have dropped significantly, but SEO remains a challenge.
Stricter Certification for Gambling Ads
On September 25, Google updated its German gambling and games advertising policy. Only GGL-licensed operators and affiliates can now apply for certification, unlicensed companies can no longer apply. Businesses without a valid license have also had their existing certifications revoked, effectively banned from Google’s advertising network.
This was done at the request of the GGL, which now sees a significant drop in ads from illegal gambling providers. The regulator says no paid or sponsored ads from unlicensed operators are showing up in Google’s search results.
The new policy also targets comparison sites that previously pointed to illegal gambling sites. Since the policy change, GGL has not seen any ads from such portals.
GGL CEO Ronald Benter stated: “In our view, the amended advertising guideline is currently having a clear effect.”
SEO Challenges
While paid ads from illegal operators are down, the GGL admits that SEO is still a big challenge. Unlicensed operators are still visible in organic Google searches by using aggressive link marketing and manipulating search engine rankings.
In July, the GGL’s interim report said illegal gambling was 4% of the German market. But independent research, like a University of Leipzig report from November 2023, said 48.8% was unlicensed. This shows the ongoing problem of monitoring and tackling illegal gambling.
More Cooperation with Google
The GGL says its cooperation with Google is key in fighting illegal gambling ads. The regulator will continue to monitor and implement more restrictions for unlicensed operators.
Benter reiterated the authority’s commitment: “We will continue to monitor developments and remain in contact with Google in order to achieve further restrictions on advertising opportunities for illegal gambling providers.”
The new Google advertising policy is a big step forward for GGL in the fight against illegal gambling in Germany.
