For the German market, Google has revealed significant modifications to its gaming and gambling policies. Google platforms will be subject to more stringent regulations regarding gambling-related marketing as of September 25, 2024. The Gemeinsame Glücksspielbehörde der Länder (GGL), Germany’s federal gaming regulator, is the only licensee that allows operators and brokers to run advertisements. This change tries to guarantee complete adherence to regional gaming regulations.
Google used to permit advertisements from a wider variety of gaming providers. Nevertheless, advertising without a GGL license will be blocked by the revised policy. Aggregators that provide several gaming services on a single platform fall under this category. Those who do not fulfill the new requirements will have their certifications revoked as a result of the change.
Impacts on the Gambling Industry
The new policy marks a significant shift for Germany’s online gambling market. Advertisers without GGL licenses must explore other avenues or apply for licensing to continue running ads. Services with revoked certifications will no longer be able to target German users on Google platforms after the September deadline.
Google’s move reflects broader trends toward stricter digital ad regulations, particularly in gambling. It underscores the importance of aligning with local laws, as multinational companies like Google navigate varying regulations across different regions.
This change challenges gambling operators to rethink their advertising strategies in Germany. With only a 30-day window until implementation, those not already licensed will face pressure to adapt.
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