German regulator: Google Ads update has had “clear effect” on black market

The German gambling regulator, the GGL, has claimed a recent Google Ads update has had a “clear effect” on the ability of unlicensed operators to advertise in the market.

The update, which came into effect on 25 September, means only GGL-licensed operators can apply for certification to advertise gambling products under Google’s ‘Gambling and other games’ policy.

The policy also stretched to include affiliate sites, with previous certifications having been revoked as of 25 September.

The GGL said it had engaged Google on the topic in 2023 which led to a “constructive and trusting exchange, outside of a formal administrative procedure” to bring forth the new policy.

The regulator noted that in the first few weeks following the update, it had been able to rule that no paid-for or sponsored ads for black market operators had appeared on Google’s search results page.

The body confirmed unapproved affiliates were also successfully being blacklisted via Google’s update.

However, the GGL said there were concerns over unlicensed operators’ ability to reach users via strong SEO policies.

The German regulator added that black market firms were able to “achieve visibility in organic searches” via strategies including “intensive link marketing or the manipulation of search engine rankings”.

Ronald Benter, GGL CEO, said: “In our view, the changed advertising guideline is currently having a clear effect.

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

Earlier this month, Benter declared the regulated German market had proven to be a “success story”, three years after the GGL was formed.

The regulator’s head said the body had allowed for “equal and fair competitive conditions” in the legal market.