How Google helps making the German gambling market a safer place
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27 Nov 2024 •
Reading time: 2 minutes The German gambling regulator, GGL (Gemeinsamen Glücksspielbehörde der Länder), has tackled a major problem: advertisements for illegal gambling sites. Thanks to Google’s new rules, only gambling companies with a GGL license will be allowed to place advertisements from September 25. This already seems to be paying off. According to the GGL, they are seeing fewer advertisements for illegal providers, which is exactly what they were hoping for.
Ronald Benter, the head of the GGL, said: “We can already see that the new rules are really working.” This is not just an offhand remark, because the first results show that illegal advertisements have almost completely disappeared.
No more place for illegal gambling companies
Until recently, companies without a license could simply advertise on Google. Whether you had an official license or not, your ads simply appeared in the search results. But that has now changed. Companies without a license are simply no longer allowed to place advertisements. And those who were already advertising have lost their rights.
The new rules go further than just gambling companies. Comparison sites, which often link to illegal providers, have also been scrutinised. The result? No more advertisements from such sites. That is good news for anyone looking for safe gambling opportunities online.
A step in the right direction, but not enough
Although the first signs are positive, the GGL knows that they are far from there yet. They are happy with the collaboration with Google, but there is another problem: illegal providers are still finding ways to remain visible. How do they do that? They cleverly play on search engines through tricks such as link marketing and manipulating search results.
In July, the GGL reported that illegal gambling activities took up around 4% of the market. But independent studies, such as the one from the University of Leipzig, estimate this to be much higher: almost 49%. These figures show that there is still a lot to be done to really get the black market down.
What does this mean for the future?
The GGL is not giving up. They will continue to work with Google to ensure that illegal providers have even fewer opportunities. “We are keeping a close eye on everything and will continue to talk to Google,” says Benter, who emphasizes that the goal is to implement even stricter restrictions.
This whole process is not only good for the gambling market, but also for consumers. Less illegal advertising means less risk for people who gamble online. That is a step towards a safer and fairer playing field.