Advertisements for illegal online gambling providers via Google Ads are declining. Further efforts are needed to restrict advertising opportunities for illegal providers, including in the area of search engine optimization (SEO).
Google has updated the “Gambling and other games” advertising policy in Germany with effect from September 25, 2024. According to this, only organizers and intermediaries with permission from the Joint Gambling Authority of the States (GGL) can advertise with Google Ads. The new policy also excludes services that, as so-called comparison sites, summarize offers from several gambling providers on one website. Google wants to ensure that only permitted providers can place advertisements on Google’s search results page.
Amended policy as a measure to combat illegal gambling
The GGL is combating illegal gambling offers on the Internet. One measure is to drastically restrict the advertising opportunities of illegal providers. The authority therefore approached Google in 2023. The amended advertising policy is the result of a constructive and trusting exchange, outside of a formal administrative procedure.
First successes visible
The GGL has been monitoring the implementation of this updated policy very closely in recent weeks. Since then, the authority has been able to determine through regular checks that in Germany no paid or “sponsored” advertising for illegal online gambling appears on Google’s search results page. In particular, no more ads from comparison portals that link to illegal gambling providers are displayed. Ronald Benter, CEO of the GGL, confirms: “In our view, the amended advertising policy is currently having a clear effect.”
Further cooperation with Google to restrict advertising opportunities and search engine optimization necessary
Despite these positive results, Benter still sees a need for action:
We will continue to monitor developments and remain in contact with Google to achieve further restrictions on advertising opportunities for illegal gambling providers.
One challenge remains restricting the advertising opportunities of illegal gambling providers in the area of search engine optimization (SEO). They often achieve visibility in the organic Google search through optimization strategies such as intensive link marketing or manipulation of the search engine ranking.
The GGL is committed to establishing effective restrictions in these areas as well. The authority is optimistic that constructive discussions with Google will enable further steps to be taken to curb advertising for illegal gambling offers.
About GoogleAds
GoogleAds are ads that are based on the search results of Google services. The advertiser specifies the relevant keywords, after which users of the Google search engine are shown the relevant GoogleAds advertisements. Google charges the advertiser fees based on the link selection of the search engine users.
