iGaming advertising in Germany: display, video and DOOH rules
Germany permits advertising only for operators holding a German licence, under section 5 of the State Treaty on Gambling 2021 and the joint advertising directive. The defining restriction is time-based: advertising for online casino, online poker and virtual slots is banned on TV, radio and the internet between 06:00 and 21:00, and sports betting ads are barred immediately before and during a live event on the channel broadcasting it.
By Oliwer Brewitz, Head of Marketing
- Minimum age
- 18+
- Last checked
- 22 Sept 2026
Rules by channel
Permitted for licensees, but online casino, poker and virtual slots creative cannot serve on the open internet between 06:00 and 21:00. Search advertising requires GGL permission on Google.
TV, radio and online video follow the same 06:00 to 21:00 ban for casino, poker and slots. Sports betting ads are barred immediately before and during a live event on the broadcasting channel.
Outdoor and public-space advertising is not caught by the section 5 broadcast and internet ban, so DOOH remains the most open channel — the content rules, no-minors rule and licence requirement still apply.
Licensing and permitted advertising
Only whitelisted German licensees may be advertised; advertising and sponsorship for unlicensed gambling is prohibited under section 5(7).
- Check the GGL whitelist before any media runs
- Since 25 September 2024 Google requires GGL permission for gambling search ads and excludes aggregator comparison sites
- GGL pursues influencers and streamers directly as advertisers
Audience and age rules
Minimum age is 18 and advertising must not target minors or similarly vulnerable groups. No numeric audience-composition threshold is confirmed.
- No targeting of minors in audience or media selection
- The advertising directive prohibits figures who could act as role models for minors
- Misleading content is prohibited under section 5
Channel and timing restrictions
The time window is the central operational constraint for online casino and slots.
- Online casino, online poker and virtual slots: no TV, radio or internet advertising between 06:00 and 21:00
- Sports betting: no advertising immediately before or during a live event on the broadcasting channel
- Press, radio and public-space advertising are not covered by the general internet and TV ban, but all content rules still apply
Enforcement and pending changes
Enforcement against illegal-market advertising has escalated, and the treaty is under evaluation.
- A federal court ruling of 12 February 2025 held that even showing gambling participation in a video counts as advertising
- A €250,000 coercive fine was enforced against a social media personality in April 2026 for promoting illegal gambling
- A second amending treaty is being finalised ahead of the GlüStV evaluation report due 31 December 2026
Licence fees and gaming tax
What it costs to apply for and hold an online casino licence in Germany, with every figure taken from official sources.
See licence costs in GermanySources
Every campaign we run in Germany is gated on licence, market and age before the bid, with creative and placement checks applied per channel and placement-level evidence in reporting. This brief is a planning summary, not legal advice — confirm the current rules with the regulator before launch.
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