BetDaddy's Takeaways:
Illegal gambling ads in Germany have significantly declined following Google’s updated ad policy, effective September 25.
The update limits gambling promotions to licensed operators, helping enforce compliance with Germany’s gambling regulations.
The GGL highlights the progress while emphasizing the need for further SEO enforcement to curb unlicensed activity
Illegal Gambling Ads in Germany Get Slashed by Google
Germany has made significant progress in its fight against unlicensed gambling advertisements, thanks to an update to Google’s “Gambling and Other Games” advertising policy on September 25, 2023. The policy ensures that only licensed operators can advertise gambling services in the country, dramatically reducing the visibility of unregulated platforms.
While this update marks a major step forward, Germany’s gambling regulator, the Glücksspielbehörde (GGL), notes that more action is required, particularly in the realm of search engine optimisation (SEO).
Google’s New Policy: Enforcing Licensing in Ads
Google’s revised advertising rules prohibit unlicensed operators from promoting their services on its platform. Advertisers must now provide proof of licensing to comply with German gambling laws under the Interstate Treaty on Gambling.
The change has significantly disrupted the ability of unlicensed platforms to reach players via paid advertising, boosting the visibility of compliant operators in the process.
GGL’s Perspective: Progress, But Work Remains
The GGL has praised Google’s efforts, acknowledging the positive impact on reducing illegal gambling advertisements. However, the regulator stressed the need for further enforcement in organic search engine results, where unlicensed operators still manage to maintain a presence.
This underscores the ongoing challenge of tackling illegal gambling through SEO strategies that evade paid advertising restrictions.
Benefits for Licensed Operators and Players
The updated policy benefits Germany’s licensed operators by removing unregulated competition from paid advertising spaces. As a result, consumers are more likely to engage with trustworthy, licensed platforms that adhere to strict standards of fairness, transparency, and responsible gaming.
For players, the decline in unlicensed ads contributes to a safer online gambling environment, reducing the risk of exposure to fraudulent or unsafe platforms.
Challenges Ahead: Addressing SEO Loopholes
While Google’s policy change has made a noticeable impact, unlicensed operators are still leveraging SEO to target players through organic search results. The GGL remains focused on addressing these loopholes, aiming to further limit the visibility of illegal platforms.
Collaboration between tech platforms and regulators will be key to closing these gaps and ensuring the long-term success of compliance efforts.
A Model for Industry Collaboration
Germany’s experience with Google’s policy update highlights the importance of partnerships between regulatory bodies and tech companies. By combining technological solutions with enforcement strategies, the industry can create a safer and more regulated environment for operators and players alike.
As regulators refine their approaches, Germany’s progress serves as an example for other jurisdictions aiming to tackle illegal gambling practices effectively.