Google’s New Gambling Ad Policy with Germany’s GGL

In a landmark move, Google has updated its "Gambling and other games" advertising policy in Germany in collaboration with Germany's Joint Gambling Authority (GGL). The revised policy ensures that only licensed organizers and intermediaries can advertise gambling-related services on Google Ads, while explicitly banning comparison websites that aggregate offers from multiple providers. This update marks a significant step toward curbing the prevalence of illegal gambling advertisements online.

Targeting Illegal Online Gambling

The policy revision reflects a proactive approach to combat illegal gambling activities, a growing concern in the digital space. Google's close cooperation with the GGL since 2023 has led to tailored guidelines aimed at restricting unauthorised gambling operators from appearing in paid advertisements.

Ronald Benter, CEO of GGL, remarked on the policy's effectiveness, stating, "In our view, the amended advertising guideline is currently having a clear effect." Indeed, the results have been tangible: since the guidelines were introduced, paid ads promoting illegal gambling have virtually disappeared from Google's search results in Germany.

This success stems from rigorous enforcement and monitoring efforts by the GGL. However, challenges persist in areas such as search engine optimisation (SEO), where unlicensed operators exploit loopholes to appear in organic search results. Benter emphasised the need for continued vigilance, saying, "We will remain in contact with Google to achieve further restrictions on advertising opportunities for illegal gambling providers."

Broader Implications and the Need for Stricter Measures

Germany's model of collaboration between regulatory bodies and tech giants like Google has set a benchmark for addressing illegal gambling advertising. The initiative has inspired interest from other European countries, which are now considering similar measures to manage gambling advertisements and strengthen their own regulations.

However, these steps, while commendable, highlight a larger issue: the pervasive influence of gambling advertisements in both regulated and unregulated spaces. Despite tightening rules, gambling ads continue to normalise risky behaviour, especially among vulnerable populations, including minors and those struggling with addiction.

A Call to Ban All Gambling Advertisements

The regulatory measures taken in Germany should be seen as the beginning of a broader movement to prohibit gambling advertisements altogether. Even with strict licensing requirements, gambling ads fuel a culture of excessive betting and risk-taking, often targeting individuals ill-equipped to manage such influences.

Banning all forms of gambling advertising would not only curb illegal operations but also significantly reduce the social harm associated with gambling. This would align with public health goals and protect vulnerable communities from exploitation.

In conclusion, while Google and the GGL's efforts are commendable and impactful, they underscore the urgent need for more decisive action. By eliminating gambling advertisements entirely, governments and companies can create a safer digital environment, free from the pressures of an industry rooted in exploitation. It's time to prioritise societal well-being over profit and take a firm stand against gambling ads.