Gambling ads banned for affiliates in Germany

Google has announced that it will change its policy on gambling ads in Germany from September 25, 2024. This means that only gambling companies that have a license from the Gemeinsame Glücksspielbehörde der Länder GGL, the German gambling regulator, will be allowed to place advertisements via the platform. This change has major consequences for affiliate websites. From that moment on, they will no longer be able to purchase gambling advertisements from the search engine.

The new policy follows an announcement from Google at the end of August. In which it states that the company wants to apply stricter rules regarding gambling. The aim is to limit advertising options to legal providers. These comply with local regulations. With this, Google wants to contribute to a more regulated gambling market in Germany.

Only licensed gambling companies can advertise

From the introduction of the new rules, only gambling companies with an official license from the GGL will be allowed to advertise via Google. In order to advertise, these companies must have a certificate from Google. Which they can apply for once they meet the requirements of the supervisor. However, companies that currently have such a certificate will lose it as of September 25 and will have to reapply for a new certificate.

This measure means that providers without a license, such as affiliate websites, will no longer have the option of placing gambling-related advertisements. The restriction applies to various advertising formats. Including search results and Google Display ads. With which Google wants to make a clear distinction between legal and illegal gambling providers.

Affiliates excluded from Google ads

One of the most drastic changes in the new policy is that affiliate websites are no longer allowed to advertise via Google. This is because only companies with a GGL license can obtain a certificate. Which excludes affiliates from advertising on the platform. This means that only legal gambling providers such as online casinos with a license are allowed to promote their services via Google.

Google’s guidelines for gambling advertisements remain strict. Only sports betting, betting on horse racing, lotteries, slot machines, online casino games and online poker may be advertised. Other forms of gambling content are not permitted. Which severely limits the possibilities for affiliates.

Criticism of illegal gambling advertisements and Google’s role in it

Despite these strict rules, Google has been criticized in various countries for allowing illegal gambling advertisements. In countries such as the United Kingdom, advertisements are regularly placed for gambling sites without a license. This often targets vulnerable players. A well-known example is the promotion of ‘Non Gamstop casinos’ gambling sites that fall outside British regulation.