GGL: Google Update Reduces Illegal Gambling Ads in Germany

Germany’s gambling regulator, Gemeinsame Glücksspielbehörde der Länder (GGL), has reported that Google Ads’ latest updates have led to a decline in ads promoting illegal gambling products. Despite that, experts believe that further efforts and search engine optimization (SEO) are needed.

Google’s Updated Policy Benefitted Germany

On September 25, Google updated its advertising policy for gambling in Germany, improving the market’s integrity. Under the latest update, only gambling operators that have a license from the GGL can use Google Ads to advertise their products in the country.

The updated policy also excludes gambling affiliates that compare the offers from several gambling operators in order to prevent further promotion of unregulated gambling.

The amended Google Ads policy aligns with the ongoing efforts to combat illegal gambling in Germany. By restricting black market operators’ ability to promote their products, authorities will ensure that more players are being channeled toward the legal alternative.

The latest change to Google’s advertising rules was coordinated with the GGL, which reached out to the media giant in 2023 and opened a “constructive and trusting” dialogue.

There Is More to Do, GGL CEO Says

In its latest update, the GGL said that it has been monitoring the implementation of the new guideline. Since then, it has determined through regular checks that no paid or sponsored advertising for illegal online gambling services appear on Google’s search results page.

The GGL added that no more ads from affiliate companies that link to illegal services appear either. As a result, Ronald Benter, CEO of the GGL, concluded that the advertising guideline is having a “clear effect.”

Yet, Benter believes that there is still a lot of room for improvement. He said that the GGL will continue to discuss potential updates and SEO changes with Google in order to minimize the black gambling market’s impact.

Benter pointed out that illegal gambling operators excel in SEO solutions and leverage cutting-edge strategies to achieve visibility in organic Google searches. To that end, black market companies use intensive link marketing or manipulation.

Because of that, the GGL believes that there is still a lot to do to protect the German market. CEO Benter said that the GGL is committed to establishing effective SEO-related restrictions and working with Google to minimize illegal gambling companies’ market share.