Google has issued an update specifically for Germany, informing advertisers that it will restrict the promotion of gambling services to businesses licensed by the Glücksspielbehörde (GGL), the Federal Gambling Authority of Germany.

As part of the update to its German market Gambling and Games policies, advertisers were informed that GGL licensing certification for gambling services will be required from 25 September 2024.

The update stated: “Only gambling operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification for the gambling products specified in our Gambling and Games Policy.”

The requirement for GGL certification will be 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.

As a result of these changes, Google’s German gambling policies will see all previous certifications for gambling advertising revoked on 25 September, preventing non-GGL-certified businesses from promoting gambling.

This German-specific measure will be documented in the terms and conditions of Google’s Gambling and Games Policy from 25 September onwards.

Google is tightening its German gambling advertising policies as the GGL begins its new coordination strategy with Bundesländer (federal state) authorities to combat problematic gambling.

The GGL has prioritised feedback from individual states on how to apply the new federal advertising framework to minimise public exposure to gambling.

In 2026, the GGL will present its ‘comprehensive evaluation’ of German gambling to the Bundestag. The study will outline the GGL’s observations of how German gambling has been reformed since the adoption of the Fourth Interstate Treaty on Gambling (GlüNeuRStv). 

Notably, the evaluation will include the GGL’s recommendations for new federal protections related to gambling advertisements, which must be authorised by the Bundestag to be enacted as federal law.

https://sbcnews.co.uk/marketing/2024/09/04/google-ggl-germany/