The United Gambling Authorities (GGL) reported that progress has been made in restricting advertisements from illegal online gambling providers through Google's latest advertising policy implemented on September 25, 2024.
Following the update of the "Gambling and Games" advertising policy in Germany, only authorized gambling operators and intermediaries with a license issued by GGL are allowed to advertise through Google Ads.
Moreover, according to the revised policy, gambling offer comparison websites that aggregate promotions do not qualify for advertising.
This change reflects the collaborative efforts of Google and GGL to combat illegal gambling by limiting advertising opportunities.
GGL began discussions with Google in 2023 and eventually issued this revised directive without taking formal administrative action.
Since the implementation of this policy, GGL has observed a reduction in illegal gambling advertisements on Google search result pages.
Regular checks have confirmed the disappearance of paid or sponsored advertisements from unauthorized operators, including links to illegal service comparison portals.
GGL CEO Ronald Benter commented on this progress, saying: "We believe the revised advertising guidelines are currently very effective. We will continue to monitor developments and maintain contact with Google to further restrict advertising opportunities for illegal gambling providers."
Despite the progress, GGL still emphasizes the need for further efforts to combat illegal gambling promotions through search engine optimization (SEO)—illegal operators often gain organic visibility on Google through link marketing and ranking manipulation strategies.
GGL remains optimistic that ongoing cooperation with Google will strengthen restrictions on illegal gambling advertisements, ensuring a more regulated and fair gambling market in Germany in the future.
