Illegal gambling advertising has significantly reduced search results on Google after updates to the platform’s advertising policies. According to the Joint Gambling Authority of the States, GGL, Google updated its policy on “Gambling and Other Games” on 25 September 2024 and tightened restrictions. Only gambling operators and intermediaries licensed by GGL will now be allowed to advertise with Google Ads.
This policy update also includes comparison websites, which collate gambling offers and limit their ad serving on the platform. Google and GGL have continuously taken such steps to reduce the avenues through which unauthorized gambling providers can advertise. Both companies have condemned illegal gambling practices.
GGL’s Role in Policy Application
In 2023, the GGL contacted Google to effect the changes without going to court. The above directive was the result of that cooperation. Since the directive was issued, illegal gambling ads have decreased substantially. Controls show unauthorized operators, including those using comparison portals, no longer receive paid advertising or sponsored visibility on Google’s platform. Ronald Benter, CEO of GGL, said of these changes, “In our opinion, the revised advertising guideline already shows an evident impact. We will continue to monitor developments while keeping dialogue open with Google to limit further the possibilities of illegal gambling providers advertising via Google. “
Further Steps Against Organic Visibility
Yet, problems persist. Illegal operators frequently use SEO techniques, such as link marketing and the manipulation of natural search rankings, to keep illicit services visible organically in Google. These techniques enable unauthorized providers to sidestep advertising restrictions, making the issue a continuing regulatory concern. The GGL is hopeful of further working with Google to increase these restrictions in the future. In targeting both paid and organic promotions, GGL aspires to a fairer and more controlled gambling environment in Germany.