Google tightens rules for gambling ads in Germany
Key Takeaways
Google has announced that it will tighten its advertising policies for gambling in Germany starting September 25, 2024. Only providers with a license from the Joint Gambling Authority of the Federal States (GGL) will be allowed to advertise on Google platforms. This change forces many providers to adjust their advertising strategies or obtain a GGL license.
Stricter Advertising Policies for Gambling in Germany
Google has announced a significant change to its advertising policies for the German market. Starting September 25, 2024, only gambling providers with a license from the Joint Gambling Authority of the Federal States (GGL) will be allowed to advertise on Google platforms. This measure is intended to ensure that all advertising activities comply with local gambling laws.
What Changes for Gambling Providers
So far, Google has allowed a broader range of gambling advertising, including providers without a GGL license. However, under the new regulation, all ads from unlicensed providers will be blocked. Aggregators, which combine multiple gambling services on one platform, are also affected by this change. Providers who do not meet the new requirements will lose their advertising eligibility on Google platforms.
Impact on the Gambling Industry
This new policy represents a significant shift for the German online gambling market. Providers without a GGL license will either have to find alternative advertising options or apply for a license to continue advertising on Google platforms. Advertisers whose certifications are revoked will lose the ability to reach German users via Google from the effective date.
Challenges for Gambling Providers
Google’s decision reflects a broader trend towards stricter digital advertising regulations, particularly in the gambling sector. This underscores the importance of complying with local laws, as global companies like Google must adapt to different regulations in various regions. For gambling providers, this means they will need to rethink their advertising strategies in Germany. With only 30 days until the new policy is implemented, providers without a license are under pressure to act quickly.
Our Assessment
Google’s tightening of advertising policies will significantly impact the gambling industry in Germany. Providers without a GGL license face the challenge of either quickly obtaining a license or finding alternative advertising channels. This change could lead to stronger regulation and a safer gambling environment in Germany in the long term. It remains to be seen how the industry will respond to these new requirements.
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