This post is part of our Policy Update hub — see all updates.
Google has announced updates to its gambling advertising policies, with significant implications for operators targeting audiences in Germany. The changes align with the country’s stringent regulations on gambling advertising, reflecting efforts to curb illegal activities and promote responsible advertising practices in the gaming industry.
Under the updated policy, only licensed operators approved by the German gambling authority, the Gemeinsame Glücksspielbehörde der Länder (GGL), are permitted to run adverts through Google’s platform. Advertisers must provide proof of compliance with German law, ensuring their offerings align with strict guidelines that prioritise consumer protection and prevent gambling-related harm. This move is seen as a response to growing concerns over the prevalence of unlicensed operators using digital advertising to reach consumers.
Stricter rules for gambling ads
The updated policy also introduces more stringent keyword restrictions for gambling adverts. Advertisers are prohibited from targeting minors or promoting misleading offers that could encourage excessive gambling behaviour. These measures are expected to significantly reduce exposure to illegal operators whilst fostering a safer environment for consumers. Germany’s gambling regulator has welcomed Google’s policy updates as a positive step towards eliminating unlicensed gambling adverts. The GGL has been actively working to enforce compliance, imposing fines and banning advertisements from unregulated platforms. These efforts have already contributed to a notable decline in unauthorised gambling promotions, and Google’s cooperation is anticipated to amplify this trend.
Google's updated gambling advert policies in Germany are relevant here in the UK, where the Gambling Commission enforces strict advertising standards to protect consumers. Both countries focus on banning misleading adverts, preventing the targeting of minors, and promoting responsible gambling. British advertisers targeting German audiences must now comply with these new rules, reflecting a shared commitment to aligning platform policies with local laws.
