Google Tightens Gambling Advertising Policies in Germany Ahead of GGL Certification Deadline

Mandatory GGL Certification for Gambling Advertisers

As part of its updated Gambling and Games policies for the German market, Google has informed advertisers that they must obtain GGL licensing certification by 25 September 2024.

The update stated, “Only gambling operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification for the gambling products specified in our Gambling and Games Policy.”

This certification requirement applies to all forms of gambling advertising, including affiliate marketing and aggregation services that link to multiple gambling operators.

Google will revoke all previous certifications on the deadline, preventing non-GGL-certified businesses from advertising on its platform.

New Federal Focus on Responsible Gambling

Google’s move aligns with the GGL’s broader strategy to reform and regulate gambling in Germany, focusing on minimizing public exposure to gambling risks.

The GGL, in coordination with Bundesländer (federal state) authorities, is working to implement a unified advertising framework aimed at combatting problematic gambling.

Future Outlook for German Gambling Regulation

The GGL’s efforts to reform the gambling landscape will be evaluated in a comprehensive study to be presented to the Bundestag in 2026.

This evaluation will include recommendations for new federal protections related to gambling advertising, which may be enacted as law pending Bundestag approval.

These reforms are part of the broader framework established by the Fourth Interstate Treaty on Gambling (GlüNeuRStv), which seeks to create a more regulated and responsible gambling environment in Germany.