Google has introduced major changes to its gambling advertising policy in Germany. Starting on September 25, the new policy will enforce stricter requirements for gambling operators and intermediaries who wish to advertise on Google’s platforms in the German market.
Licensed Casinos
From now on, only those operators and intermediaries who have obtained a license from Germany’s gambling regulator, GGL, will be able to apply for advertising certification for gambling products as defined in Google’s gambling and games policy. This change aims to ensure that Google’s advertising aligns with German laws and that the company follows local gambling regulations.
In Germany, Bet365 is a prominent gambling operator with a license issued by the German gambling regulator, the Gemeinsamen Glücksspielbehörde der Länder (GGL). Bet365 has a solid reputation and offers a wide range of betting options, including extensive football coverage and in-play betting events. It supports various payment methods, including credit cards, PayPal, and instant bank transfers, making it accessible for many German users.
German casino apps with a GGL License:
As of the latest updates, here are five casinos that hold a license from the German regulator GGL to operate in Germany:
- Bet365: One of the most well-known gambling operators worldwide, Bet365 has been granted a license to operate in Germany and offers a range of betting options, including sports betting, casino games, and poker apps.
- 888 Casino: This well-established casino is licensed to offer its services in Germany, providing various games such as slots, table games, and live dealer experiences.
- PokerStars: Known primarily for its poker offerings, PokerStars holds a German license and is authorized to provide online poker and other gambling services within the country.
- Bwin: A popular name in the online gambling world, Bwin is licensed in Germany and offers sports betting, casino games, and poker.
- Tipico: This operator is especially popular in Germany and has a GGL license. Tipico provides a wide range of betting options, including sports betting and online casino games.
Please note that the official list of licensed operators is regularly updated, and additional providers may receive licenses from the GGL over time
This update marks a significant shift in Google’s approach to gambling ads in Germany. Previously, a broader range of gambling services were able to advertise on Google’s platforms. However, the new rules mean that advertisers of online gambling services without a GGL license will be rejected.
Breaking these new rules will result in an immediate suspension of the advertiser’s Google Ads account. This rule also covers services that promote gambling by linking to offers from different operators, such as affiliate websites.
Policy Change
Although this policy change could have a wide-reaching effect, it is still uncertain how effectively it will protect the legal market and discourage people from turning to illegal gambling options.
The Higher Administrative Court of Saxony-Anhalt has confirmed the ban on illegal gambling advertising from abroad. The court agreed with the GGL’s stance that streamers outside Germany can be stopped from promoting unlicensed online gambling to German consumers.
This ruling followed a cease-and-desist order that the GGL issued to a well-known German streamer living abroad. The streamer had been advertising unlicensed gambling to his German audience by filming himself playing virtual slot games and sharing the footage on the Kick streaming platform.
German Casino apps
These regulations are not limited to gambling websites; they also extend to gambling apps. This means that casino apps, just like gambling sites, must have a GGL license to advertise on Google in Germany. If a casino app does not comply with these rules, it will be barred from advertising. This policy ensures that all online gambling activities, whether on websites or mobile apps, are held to the same strict standards.
