Germany’s gambling regulator, the Joint Gambling Authority of the Länder (GGL), has stated that Google’s update to its search engine to block off illegal gambling adverts is having an effect. 

On 25 September, Google introduced a change to its advertising policies regarding “gambling and other games”. This has had a positive outcome in Germany, as now only those gambling providers with a licence from the GGL can advertise their products on Google locally. 

It has been a long time coming for the search engine amendments to set foot in Germany, with GGL engaging in talks with Google regarding the matter on several previous occasions. 

The update for the upcoming changes in advertising was first issued at the start of September, when Google informed advertisers that the promotion of gambling services in Germany will be restricted to GGL-licensed offerings. 

GGL’s certification requirement is now adopted as a mandatory measure for all gambling advertisers in Germany, including affiliates. Those offering gambling aggregation services, such as linking to multiple offers from different operators on their landing page, will no longer be accepted.

A subsequent analysis by the GGL in the weeks following the update has revealed that paid advertisement for unauthorised online gambling is no longer visible on Google’s search results in Germany. 

Ronald Benter, Board Member of the GGL, said: “The changed advertising policy is currently showing a significant effect from our point of view.”

However, there is still room for improvement, Benter added, with the GGL maintaining a strict course of action towards adopting further restrictions against illegal gambling advertisements. 

“We will continue to monitor the development and remain in contact with Google in order to achieve further restrictions on advertising opportunities for illegal gambling providers,” he concluded.

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