On 25 Sep, Google updated its German gambling and games policy so that only operators and affiliates licensed by the GGL can apply for certification to advertise.

Previously, all companies active in the German gambling market could target players with ads, even if they weren’t licensed.

But since the policy update, companies without a licence will have their certification applications denied, while businesses without a GGL licence have had their existing certifications revoked.

The change in policy was made at the request of GGL, and the regulator claims it’s already seeing the benefits with ads for illegal online gambling providers on the decline.

Since the alteration, the GGL has identified no paid or sponsored advertising from illegal providers on Google’s search results page.

Additionally, the tweaked policy extends to comparison sites, with the authority again finding there have been no more ads from such portals that link to illegal providers.

GGL CEO Ronald Benter said: “In our view, the amended advertising guideline is currently having a clear effect.”

The GGL’s fight against the German gambling black market

Despite the early success of the measure, the GGL says further work is needed to limit ads for illegal providers, especially when it comes to search engine optimisation (SEO).

In July the GGL claimed illegal gambling activity made up just 4% of the German gambling market in 2023, in its interim report on the state of the market. 

This falls far below independent estimates. A November 2023 report from the University of Leipzig said unlicensed gambling accounted for 48.8% of all activity in Germany, for example.

In the GGL’s view, illegal gambling providers are still achieving visibility in organic Google searches by utilising strategies such as intensive link marketing and manipulation of search engine rankings.

The GGL remains “committed” to strengthening its methods to counter such SEO practices from illegal operators.

It believes its relationship with Google will allow for further steps to be made to halt illegal advertising.

“We will continue to monitor developments and remain in contact with Google in order to achieve further restrictions on advertising opportunities for illegal gambling providers,” Benter added.