Google tightens advertising guidelines for gambling in Germany
At the end of September, Google updated its advertising guidelines for gambling to combat illegal advertising. According to the Joint Gambling Authority of the States (GGL), this has already led to a noticeable reduction in illegal gambling advertising in Germany.
The new guidelines only allow gambling operators and agents with a valid GGL license to place Google Ads. Comparison portals that refer to different providers have also been excluded from advertising. The aim is to ensure that only legal gambling providers can be advertised in the search results. This particularly applies to paid ads and sponsored content.
Cooperation between GGL and Google
The GGL explains that these measures are part of its comprehensive fight against illegal gambling offers on the Internet. The authority had already announced in 2023 Google to point out the problem. The IT company was cooperative, so that the changes could be introduced without a formal administrative procedure. According to the GGL, this is the result of a constructive and trusting exchange.
Since the new guidelines came into force, the GGL has been monitoring developments regularly. Initial checks show that paid advertising for illegal gambling providers or their affiliate portals no longer appears in Google results. Advertisements from comparison sites that link to unlicensed offers have also disappeared. The authority sees this as significant progress, but stresses that there is still a need for action.
Organic search remains a loophole. Illegal providers optimize their content through targeted SEO measures in order to remain visible in the results. The GGL plans to examine this area more closely and develop further restrictions with Google. The authority remains optimistic that a solution can be found here too.
Google's updated advertising guidelines mark an important step in the fight against illegal gambling. They show how effective cooperation between regulators and technology companies can be. At the same time, they make it clear that combating illegal offers requires continuous measures to prevent new strategies from providers.
