Google has announced only operators accredited by Germany’s gambling regulator will be permitted to advertise on its platform in the country.

The new rule, due to come into effect from 25 September, comes as part of an update to the tech giant’s Gambling and games policy in Germany.

Following implementation, only operators with a licence from the GGL will be permitted to apply for an advertising certification.

Translated as the Joint Gambling Authority of the German Federal States, the GGL has been the country’s central regulatory authority since 2023.

Google clarified any business without approval will not be accepted, including affiliates linking to different operators on their web pages.

According to Google’s gambling advertising policy, gambling ads are only permitted if they are broadcast in approved countries, do not target minors and have a landing page that includes responsible gambling information.

Ads that breach Google’s policies may not be approved, with ads to be withdrawn until the violation is fixed.

For multiple breaches, an account can be suspended, meaning all ads associated with the user are pulled from the site.

Google outlined that related accounts could also be permanently suspended, with new accounts also automatically suspended at set-up.

Germany’s continued black market

The business’ policy update comes as the GGL faces questions about the continued presence of unlicensed operators in the German market following regulation.

German sports betting trade body DSWV called for a rethink of the law in February, after highlighting data that showed black market activity accounted for 50% of the total market.

One controversial policy is the country’s total gambling advertising ban, which the lobbying group argued prevented consumers from differentiating between legal and illegal offerings.

DSWV President Mathias Dahms said at the time: “No company can survive if it is not allowed to advertise, and this must remain the case for sports betting providers.

“Otherwise, players are left with the black market, where there are no protective measures and controls.”

These figures are disputed by the GGL, which claimed in its annual report that unlicensed online gambling represented just 4% of the market by GGR in 2023.

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