Adyllic
Germany · GGL · 25 September 2024

Google limits German gambling search ads to GGL-licensed operators

After GGL engagement, Google's German gambling ad policy from 25 September 2024 allows ads only from GGL-licensed operators and intermediaries.

By , Head of Marketing

Key changes

  • Only GGL-licensed operators and intermediaries may run gambling search ads
  • Multi-operator comparison sites excluded
  • GGL found no paid ads for unlicensed gambling on Google search after the change

What changed

Google updated its gambling and games advertising policy for Germany with effect from 25 September 2024. Only operators and intermediaries holding a GGL licence may run gambling ads, and comparison sites that bundle offers from several gambling providers are no longer allowed. The GGL had approached Google in 2023 to restrict advertising by illegal providers; the change came from cooperative contact rather than a formal administrative procedure. On 18 November 2024 the GGL reported that its regular checks had found no paid ads for unlicensed online gambling on Google's German search results page. It said organic search optimisation by illegal providers remains a challenge.

What it means for advertising

Paid search in Germany is now tied to the GGL whitelist of licensed operators. Affiliate and comparison sites that promote several operators lose access to Google Ads for gambling in Germany. The GGL's approach shows that it is willing to work with platforms to enforce the licensing requirement outside formal procedures, and similar arrangements with other ad platforms are possible.

What operators should do

Make sure the GGL licence is registered with Google and that ad accounts match the licensed entity and the domains on the whitelist. Review affiliate programmes that relied on multi-operator comparison ads and adjust commission models. Keep the whitelist entry and domain list current, since mismatches may lead to ads being rejected. Monitor other platforms' gambling policies for similar changes.

Full rules: Germany regulation brief · All Germany updates

Sources

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