Google to Ban Gambling Ads in Germany Except by Licensed Operators

Google is implementing stricter policies for gambling advertisements in Germany. Starting September 25, 2024, only operators and affiliates licensed by the Federal Gambling Authority (GGL) will be allowed to promote gambling services on Google platforms. This update aligns with Germany’s regulatory framework under the Fourth Interstate Treaty on Gambling (GlüNeuRStv).

Key Policy Updates

• Only GGL-certified operators, brokers, and affiliates can advertise gambling services.

• All previous gambling ad certifications will be revoked by the September deadline.

• Non-certified advertisers will be prohibited from running gambling-related promotions.

Impact on the Industry

• Affects a wide range of gambling entities, including affiliate sites aggregating multiple operators.

• Google aims to keep gambling advertising compliant with Germany’s national regulations.

• The policy reinforces responsible gambling standards and stricter oversight.

Broader Regulatory Context

• The GGL, in cooperation with state authorities, is leading efforts to curb problem gambling.

• The Fourth Interstate Treaty established consistent rules across German states.

• Feedback from states will guide future advertising regulations and industry policies.

Looking ahead, the GGL will release a comprehensive evaluation in 2026 to the Bundestag, assessing the impact of current laws and proposing new measures to strengthen gambling advertising protections in Germany.