Google has restricted the ability of unlicensed gambling operators to advertise on Google Ads in Germany, marking a crucial step toward addressing the proliferation of illegal gambling advertisements. The policy change follows extensive collaboration between Google and Germany’s Joint Gambling Authority (GGL), with further steps required to tackle loopholes in search engine optimisation (SEO). According to the GGL, the ban has already shown some positive effects.
This change in Google’s policy comes in response to growing concerns about the increasing number of illegal gambling ads appearing in search engine results. The GGL, which is tasked with regulating the online gambling landscape in Germany, has worked closely with Google over the past year to ensure that only licensed operators are able to display ads on Google’s platform. The updated policy specifically prohibits comparison websites that aggregate offers from multiple gambling providers, ensuring that advertisements only come from authorised entities.
The GGL has been actively working to clamp down on illegal gambling services in the country. Part of this effort involves reducing the advertising reach of unlicensed gambling operators, and a major part of this initiative is the new collaboration with Google. This policy change is the culmination of a year-long dialogue between the regulatory body and the tech giant, which was not part of a formal regulatory procedure but rather a result of constructive discussions.
Positive effects already evident
Since the implementation of the updated policy, the , and early results indicate that illegal gambling ads are now less prevalent. Following the enforcement of this new policy, no paid or sponsored ads for illegal online gambling sites have been spotted in German search results. Furthermore, Google has successfully removed ads from comparison portals that link to unlicensed gambling sites. Ronald Benter, Chairman of the GGL, has praised the change, noting, “We are already seeing positive results. The updated advertising policy is working, and it’s a significant step forward in our fight against illegal gambling.”
Google’s role in shaping the future of gambling advertising
The GGL’s efforts to curb illegal gambling ads have now extended beyond just the removal of paid advertisements. The regulatory body is also focusing on the need for continued cooperation with Google to further limit the opportunities for illegal operators to gain visibility online. One area of focus is the optimisation of search results, where illegal gambling sites can sometimes still manage to appear through tactics like SEO manipulation.
This issue is not limited to Germany. The GGL’s success in pressuring Google to tighten its advertising policies is being watched by other European countries, many of which face similar challenges with the advertising of illegal gambling. In fact, Benter has hinted that other nations are now looking to Germany’s approach as a model for their own efforts in regulating gambling ads.
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