Google recently announced that only gambling operators with an internet advertising license issued by the German Interstate Gambling Authority (Gemeinsame Glücksspielbehörde der Länder, abbreviated as GGL) will be allowed to advertise on its platform.
This updated policy will take effect on September 25, 2024, and stipulates that only gambling operators and agencies holding a valid "Gambling Advertising License" issued by GGL can apply for Google's advertising certification. The domains affected by the new regulation include sports betting, horse racing, lotteries, virtual slot machines, online casinos, and online poker.
Google's new rule also specifies that both advertisers who place ads themselves and advertising agencies representing these advertisers must obtain Google certification. Companies applying for certification need to comply with existing German advertising guidelines as well as any new guidelines introduced by GGL.
Any advertiser's existing certification—including those offered by agencies that aggregate multiple gambling services on a single landing page—will be revoked from the date the policy takes effect, and they will no longer be able to serve gambling ads to users in Germany.
GGL's Broader Strategy
GGL recently announced an enhancement of its cooperation with state coordination offices to improve gambling addiction prevention and support services.
This initiative aims for closer integration between departments, focusing on exchanging information about gambling laws and addiction prevention strategies, and understanding the specific challenges faced by state offices.
GGL is currently preparing for the annual Anti-Gambling Addiction Action Day scheduled for September 25. This event, organized by the federal states, aims to raise public awareness about gambling addiction and promote existing support services.
