Google’s new gambling advertising policy in Germany

The nationwide gambling authority is extremely pleased with the declining number of advertisements for illegal online gambling providers via Google Ads. In mid-September, we at Casinova.org reported that Google was banning illegal gambling providers from advertising in Germany. To achieve this goal, Google has adjusted its German advertising guidelines for “gambling and other games” accordingly.

• Online Casinos for German Players

No more illegal online casinos available via Google Ads

Until a few weeks ago, anyone who searched for specific search terms from the gambling sector or specifically for certain online casinos on Google was presented with a large number of advertisements from Google Ads. These were mostly illegal gambling offers that did not have a German license. At the beginning of the year, we at Casinova tried to answer the question of why players are active in online casinos without a license.

After the gambling advertising guidelines in Germany were updated, no more advertisements for illegal online gambling providers have been displayed via Google Ads since the end of September. Comparison sites are also excluded from advertising via Google Ads, as the search engine giant cannot determine without considerable effort whether advertising is really only for online gaming halls with a German license or also for illegal online casinos.

The advertising guidelines were adjusted by Google after the Joint Gambling Authority of the States (GGL) proactively approached the search engine giant in 2023. After a constructive exchange over a longer period of time, the updated advertising guidelines have now been introduced. The aim on both sides was to combat illegal gambling in Germany more effectively.

GGL board member Ronald Benter is satisfied with the development in this area so far:

“In our view, the amended advertising guidelines are currently having a clear impact.”

GGL also wants to ban illegal offers from regular search engine results

Now that GGL has successfully banned advertisements for illegal gambling offers from Google, the next challenge is already upon us. In the future, GGL also wants to restrict advertising options for illegal gambling providers in the area of ​​search engine optimization (SEO). The aim is to ban illegal providers as completely as possible from the search engine results. So far, illegal online casinos have managed to be found on Google via link marketing and other optimization strategies.

The full GGL press release (German language) from November 18, 2024 can be found here.