The CEO of the German gambling regulator believes that recent cooperation with Google over advertising restrictions is having an impact on the illegal gambling market.
Advertisements for unlicensed providers through Google Ads are “declining,” the GGL said, after it updated its Gambling and Games advertising policy in September.
Only operators and intermediaries with a GGL licence are authorised to advertise using Google Ads, and the guidelines exclude services comparing different online casinos.
The GGL says it has closely monitored the change in recent weeks, and CEO Ronald Benter said the updated policy “shows clear effectiveness from our perspective.”
“We will continue to monitor developments and remain in dialogue with Google to achieve additional restrictions on advertising opportunities for illegal gambling providers,” he said.
The GGL said restricting advertising opportunities for those using search engine optimisation techniques is another key area to focus on.
“These providers often use optimisation strategies such as intensive link marketing or manipulation of search engine rankings to maintain visibility in Google’s organic search results,” the regulator said.
“The GGL is committed to establishing effective restrictions in these areas as well. The authority is optimistic that further constructive discussions with Google can lead to additional measures to curb advertising for illegal gambling offers.”
