Germany: Google to require all gambling advertises to be licensed by regulator

Google has announced a major update to its gambling advertising policies in Germany, requiring all gambling advertisers to be licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL), the country’s Joint Gambling Authority. This policy change, set to take effect on September 25, 2024, will prohibit any gambling promotions from operators and brokers without GGL certification.

As part of the policy overhaul, advertisers must obtain GGL certification to continue promoting gambling-related products on Google's platform.

This includes affiliates and websites that aggregate gambling services. Google will revoke all existing gambling advertising certifications for non-compliant businesses by the policy's effective date.

The GGL was established to standardize gambling regulation across Germany's federal states, ensuring that all gambling operators comply with national regulations. The new advertising restrictions aim to limit public exposure to gambling, particularly unlicensed activities, as part of broader efforts to strengthen player safety and regulatory oversight.

Operators already holding GGL certification will have a competitive advantage as non-compliant advertisers face restricted access to Google’s vast user base. This shift is expected to incentivize more operators to obtain proper licensing, ultimately fostering a more regulated and safer gambling environment in Germany.