Germany sees drop in unlicensed gambling ads after Google update

Germany’s Joint Gambling Authority, the GGL, has announced a significant reduction in advertisements for unlicensed online gambling providers through Google Ads.

The decline follows an update to Google’s “Gambling and Other Games” advertising policy in Germany, implemented on 25 September. While the change marked a key step in combating unlicensed gambling, the GGL stressed the need for further action, particularly in the area of search engine optimisation (SEO). 

The revised Google Ads policy now allows only authorised gambling operators and intermediaries with permits from the GGL to advertise on the platform. Notably, it excludes services that aggregate multiple gambling providers on comparison websites.

This ensures that Google’s search results prioritise locally licensed gambling providers, thereby reducing public exposure to illegal operations. 

The policy update is the result of proactive engagement between the GGL and Google, beginning in 2023. Rather than pursuing formal administrative action, the GGL opted for constructive dialogue with the search giant.

The GGL has closely monitored the impact of this policy change over the past few weeks. Regular audits revealed that no sponsored advertisements for unauthorised online gambling providers or comparison portals now appear on Google’s search results in Germany. 

Ronald Benter, CEO of the GGL, said: “From our point of view, the amended advertising guideline is currently having a clear effect.”

The removal of comparison portals linking to unlicensed operators has been particularly impactful, the GGL added, as these sites previously played a significant role in directing traffic to unregulated platforms. 

Challenges in SEO persist

Despite the progress, challenges remain. Benter emphasised the ongoing issue of illegal gambling providers achieving visibility through organic search results. These operators often employ sophisticated SEO tactics, including link-building campaigns and search engine ranking manipulation, to bypass advertising restrictions. 

“We will continue to monitor the development and remain in contact with Google in order to achieve further restrictions on advertising opportunities for illegal gambling providers,” Benter added. 

The GGL aims to extend its collaborative efforts with Google to address these SEO-related challenges. By implementing restrictions on organic search visibility, the authority hopes to further curtail the reach of illegal operators. 

Market transition at a standstill

The GGL was established to centralise and standardise the regulation of gambling in Germany. Operational since 1 July 2021, it officially assumed full regulatory responsibilities on 1 January 2023.

The creation of the new regulatory body stemmed from the 2021 amendment to Germany’s Interstate Treaty on Gambling, which aimed to modernise the country’s gambling laws and address the growing prevalence of unregulated online gambling. 

Over the past three years, however, some industry insiders say that progress in Germany’s regulated gambling market has been minimal. At the recent Gaming in Germany conference held in Berlin, operators and legal experts expressed frustration over the persistent challenges facing the industry.

Despite the GGL’s view of success, two leading trade associations have voiced concerns that excessive regulation is stifling growth and innovation in the German gambling sector.

Dirk Quermann, president of the German Online Casino Association (DOCV), shared “sobering” data showing significant declines in revenue between 2022 and 2024.

Despite Germany’s status as Europe’s largest economy, only 39 licensed online slots operators are currently active in the market — a figure far below that of comparable jurisdictions. 

“Several major international companies are staying away from the market,” Quermann said, highlighting the reluctance of global operators to engage with Germany’s tightly regulated environment. 

Mathias Dahms, president of the German Sports Betting Association (DSWV), echoed these concerns.

He noted a sharp drop in revenues within the licensed sports betting industry, which fell from €9.4bn in 2021 to €7.7bn in 2023. Dahms described the decline as indicative of a worrying long-term trend. 

Both associations attributed these downturns not to a reduced interest in gambling but to a growing shift from the regulated market to unlicensed operators. However, convincing regulators of the severity of this issue remains an ongoing struggle for industry stakeholders.

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