Google Mandates GGL Certification for Gambling Ads in Germany

Google has announced a significant revision to its Gambling and games policy for advertisers in Germany. Gambling operators wishing to advertise their products online must obtain certification from the Gemeinsame Glücksspielbehörde der Länder (GGL), the country’s Joint Gambling Authority. The new policy takes effect on 25 September 2024 and will align Google’s practices with the nation’s ever-changing gambling laws.

The Advertising Sector Is Up for a Serious Shakeup

The GGL, established to centralize and standardize gambling regulation across the country’s federal states, plays a vital role in regulating all forms of legal gambling, from sports betting to online casinos and lotteries. According to this new policy, only those operators and brokers licensed directly through the GGL will be permitted to advertise through the search engine.

This update aims to tighten regulatory oversight over gambling advertising, preventing unlicensed entities from promoting their services to Germans. This policy revision applies especially to aggregators– websites linking users to a list of gambling operators, usually with features like user reviews. Such services have traditionally been exempt and allowed to be advertised more freely on Google, but they will now be forced to adapt.

The new rules will significantly alter the German advertising landscape. Most services offering bets rely significantly on digital marketing, and Google Ads is one of the vital channels to reach a broad audience.  The certification requirement will force advertisers who don’t meet the GGL’s requirements to pause or halt their marketing campaigns.

These Changes Should Usher In Improved Player Safety

Advertisers already possessing a GGL license will have a significant leg up against the competition as they consolidate their market position against entities that lose access to  Google’s millions of German users. This measure will provide a powerful incentive for operators to obtain a license, hopefully resulting in a more streamlined, regulated, and safer gambling environment.

For Google, this policy update is part of its broader strategy to ensure its platforms comply with local laws while maintaining its reputation as a responsible digital advertising provider. As gambling continues to be a contentious issue, tech companies like Google must strike a delicate balance between offering advertising solutions and remaining compliant with regulations in sensitive sectors.

Industry experts believe that other digital advertising giants like Facebook and Twitter may follow suit, further limiting marketing opportunities for unlicensed operators. In recent years, Germany has taken a more hardline approach to gambling regulation, with recent developments reflecting a global movement toward tightening regulations in the gambling industry, with a particular focus on digital advertising.