Google tightens advertising rules for gambling in Germany
On September 25, 2024, the time has come: Google will implement its new advertising rules for gambling products in Germany. The big update? Anyone who wants to advertise online gambling must first obtain approval from the Joint Gambling Authority of the States (GGL). Sounds reasonable at first, doesn't it? After all, the evil, illegal gambling providers aren't supposed to harm us. But one wonders: who really benefits here? The players? Or rather the big providers who are now allowed to divide up the German market among themselves?
So Google is once again trying to adapt its rules to the strict, almost bureaucratically perfect regulations of Germany, a country that loves to regulate everything down to the smallest detail. The regulatory system is meticulous, every loophole is closed. It is almost ironic that a country that is so concerned about protecting its citizens is simultaneously confronting them with the gambling market, which is constantly being criticized.
Google is supposed to ensure that only companies with a GGL certification are allowed to advertise their gambling products on the German market. In theory, that sounds like a great plan to keep the evil gambling providers away. But what does that mean in practice? It's simple: only those who have completed the bureaucratic marathon of German regulation are allowed to play. Yes that's how the big companies secure their monopoly position - while smaller providers fall by the wayside.
Certified monopolies a regulatory dream
In practice, this means that from the end of September 2024, only those who already have their GGL certification will be allowed to advertise. What does this mean for the smaller providers? It's simple: they can watch as the big players secure their slices of the pie. By the time they have their own approval, they're out of business - at least as far as the German market is concerned. It's as simple as that, and the fewer providers there are, the less competition. Yes we all know how healthy that is for an industry. Sure, the players will lose a lot of choice, but they won't notice, will they?
Yes what about the many partner websites that list, rate and analyze gambling providers around the world? Well, they're now allowed to do a thorough clean-up. Only providers with GGL certification are allowed to advertise. Everything else? Out! Anyone who doesn't comply with the new rules will lose their access to the huge Google advertising network. Sounds fair, right?
Of course, there are also some concerns that these new rules could limit competitiveness. After all, the big players who already have their GGL certification will dominate the market from September 25. The others? Well, they will have to wait until they can finally join in. Until then, they can watch how the competition builds up market share.
Yes the problem is not new: Germany already has difficulties attracting players to the regulated gambling market. With even stricter rules, more and more players could switch to unregulated providers - exactly what this new regulation is supposed to prevent. But who cares? As long as the "right" providers dominate the market, everything is fine, or just use a better search engine!
Google has become as bad as its rankings
You could almost believe that Google wants to protect us all. But if you look a little closer, it becomes clear: it's about control, about access to the market - and about strengthening the big players while smaller providers and international partner websites are left out. The whole thing is of course sold in the name of "security" and "protection of the players". But who really believes that this is about the little people?
At the end of the day, it is the big players who benefit the most. The companies that can afford the expensive GGL certification can divide up the German market among themselves. Yes Google? Well, they are doing what they have always done, a search engine that only acts in its own interests, whoever pays enough is at the top. Every other search engine like Bing or DuckDuckGo, is now better than the purchased rankings on Google. So two good partners have found each other, GGL and Google will get it sorted!
