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Google Updates Gambling Ad Policy for Germany

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Google has announced significant changes to its Gambling and games policy specifically for the German market. The update, set to take effect on September 25, 2024, introduces stricter requirements for gambling operators and brokers seeking to advertise on Google’s platforms in Germany. This policy revision aims to align Google’s advertising practices with German regulations and ensure compliance with local gambling laws.

According to the announcement, which came exactly one month before the implementation date, only gambling operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification for gambling products outlined in Google’s Gambling and games policy. The GGL, which translates to the Joint Gambling Authority of the German Federal States, is the central regulatory body overseeing gambling activities in Germany.

This policy update represents a significant shift in Google’s approach to gambling advertisements in the German market. Previously, a broader range of gambling-related services could potentially advertise on Google’s platforms. However, with the new policy, applications from advertisers of online gambling services who do not meet the GGL licensing criteria will no longer be accepted. This change extends to services offering gambling aggregation, such as websites that link to multiple offers from different operators on their landing pages.

The implications of this policy update are far-reaching for the online gambling industry in Germany. Existing certifications for services that do not meet the new criteria will be revoked on the policy’s effective date, September 25, 2024. This revocation will prevent these services from running gambling ads targeted at the German market through Google’s advertising platforms.

To understand the full impact of this policy change, it’s essential to delve into the technical aspects of Google’s advertising ecosystem. Google Ads, the primary platform for advertisers to reach Google’s vast user base, operates on a complex system of policies and certifications. The Gambling and games policy is a crucial component of this system, designed to ensure that gambling-related advertisements comply with local laws and regulations.

The certification process for gambling advertisers on Google involves several steps. Advertisers must first ensure they meet the eligibility requirements for their specific country or region. With the new policy update, this eligibility in Germany will be directly tied to GGL licensing. Once eligibility is confirmed, advertisers must complete an application process, which includes providing detailed information about their gambling operations and licenses.

Google’s policy update reflects the evolving regulatory landscape of online gambling in Germany. The country has implemented stricter controls on online gambling in recent years, culminating in the establishment of the GGL as a centralised regulatory authority. This move towards centralised regulation aims to create a more consistent and controlled environment for online gambling across all German states.

The policy change also highlights the challenges faced by multinational technology companies in navigating diverse regulatory environments across different countries. Google, as a global platform, must balance its business interests with compliance with local laws and regulations. This often results in country-specific policy updates, as seen in this case for Germany.

For gambling operators and advertisers, the policy update necessitates a reevaluation of their digital marketing strategies in the German market. Those without GGL licensing will need to explore alternative advertising channels or pursue licensing if they wish to continue advertising on Google’s platforms. This could potentially lead to a shift in the competitive landscape of online gambling advertising in Germany.

It’s worth noting that Google’s policy update aligns with broader trends in digital advertising regulation, particularly in sensitive sectors like gambling. Regulatory bodies and technology platforms are increasingly focused on ensuring that online advertisements for gambling services are responsible and comply with local laws.

The timing of this announcement, coming exactly 30 days before the implementation date, provides a window for affected advertisers to adjust their strategies. However, given the complexity of obtaining gambling licenses, this timeline may pose challenges for operators not already in the process of securing GGL licensing.

Google’s policy update also raises questions about the future of gambling advertising on other digital platforms. As major tech companies often follow similar regulatory trends, it’s possible that other advertising platforms may implement comparable policies in the German market or other jurisdictions with strict gambling regulations.

From a technical standpoint, the implementation of this policy will likely involve updates to Google’s ad review systems.

The post Google Updates Gambling Ad Policy for Germany appeared first on European Gaming Industry News.

Asia

GLI Becomes the First Company Accredited by PAGCOR to Test and Certify iGaming Platforms in the Philippines

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Gaming Laboratories International (GLI) has been named an Independent Testing Laboratory (ITL) by the Philippine Amusement and Gaming Corporation (PAGCOR). GLI is the first gaming testing company to achieve the accreditation and is now authorised to test and certify iGaming platforms in the Philippines.

GLI will bring its global and unsurpassed expertise to the Philippines, helping to ensure PAGCOR meets its policy and regulatory objectives as set out in its rules. GLI’s presence and its GLI-19 Standard will also help suppliers who wish to successfully and compliantly enter the marketplace.

Submissions will be tested against “GLI Standard Series GLI-19: Standards for Interactive Gaming Systems,” which has been widely accepted and adopted by jurisdictions around the world.

PAGCOR Chairman and CEO Alejandro H. Tengco said: “Regulated gaming markets ensure a safer and more sustainable gaming industry for all to participate in. A regulated market enables compliance to responsible gaming standards and the provision of tax revenue for reinvestment back into the community. PAGCOR now requires all iGaming B2B suppliers operating in the Philippines to be accredited to ensure they comply to the rigorous requirements needed to protect iGaming players. We are pleased to acknowledge GLI as the first testing and game certification provider to be accredited in the Philippines under this new framework. GLI is a global leader in regulatory advisory, iGaming and EGM testing / certification, and data security.”

GLI President and CEO James R. Maida said: “We are grateful to PAGCOR Chairman and CEO Alejandro H. Tengco and to the entire PAGCOR team for the trust they continue to place in GLI. Under the Chairman’s skillful leadership, the market in the Philippines has improved steadily, and we are honored to be the first company to be accredited for iGaming testing and certification, and we look forward to working side- by-side with PAGCOR to meet their policy objectives.”

The post GLI Becomes the First Company Accredited by PAGCOR to Test and Certify iGaming Platforms in the Philippines appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Arshak Muradyan

Digitain Secures Manufacturer and Importer Licences in Bulgaria

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Digitain has successfully obtained both Manufacturer and Importer Licences in Bulgaria, marking a significant milestone in its continued expansion across regulated markets.

This dual licensing strengthens Digitain’s position in the Bulgarian market, enabling the delivery of a broader, fully compliant product portfolio to its partners.

With the Manufacturer Licence, Digitain can provide its in-house developed solutions, fully certified and tailored to local market requirements. The Importer Licence further extends this capability, allowing the distribution of certified third-party products and enhancing the overall flexibility of the offering.

Arshak Muradyan, Group Chief Compliance Officer at Digitain, said: “Securing both licences in Bulgaria is an important step in strengthening our presence in regulated markets. It allows us to deliver both our in-house solutions and a wide range of certified third-party products in full compliance with local requirements. This dual capability ensures that our partners can confidently operate and scale in the Bulgarian market with a reliable and fully compliant product offering.”

By securing both licences, Digitain reinforces its commitment to regulatory excellence and partner-focused growth. Operators targeting Bulgaria can now access a comprehensive suite of compliant, high-quality solutions designed for long-term success.

This milestone reflects Digitain’s strategic focus on global expansion, combining local compliance with scalable, future-ready technology.

The post Digitain Secures Manufacturer and Importer Licences in Bulgaria appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Alberta

Media Troopers Prepares for Alberta iGaming Launch with Canadian Gaming Law Firm

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Media Troopers is positioning itself for entry into Alberta’s soon-to-launch regulated online gambling market through a strategic partnership with Canadian law firm Segev LLP.

The collaboration will see the affiliate marketing and customer acquisition specialist work closely with legal experts Ron Segev and Alon Segev to navigate the province’s evolving regulatory framework. The firm will advise on compliance, licensing readiness, and market entry strategy as Alberta finalises its iGaming model.

Alberta is set to become only the second Canadian province to regulate commercial online gambling, following the launch of Ontario’s market in 2022. The province took a major step forward with the passage of the iGaming Alberta Bill, which establishes a legal framework for private operators and introduces the Alberta iGaming Corporation to oversee the sector.

This regulatory shift is expected to open significant opportunities for operators and service providers alike, particularly as Canada’s iGaming landscape continues to expand. Industry observers often point to Ontario’s rollout as a benchmark, with oversight from bodies such as the Alcohol and Gaming Commission of Ontario, which has helped shape standards around licensing, compliance, and player protection.

As part of its expansion strategy, Media Troopers aims to support licensed operators entering Alberta with localized marketing solutions, including affiliate partnerships and compliance-led acquisition strategies tailored to the province’s regulatory requirements.

Commenting on the development, Shmulik Segal, CEO of Media Troopers, said:

“Alberta represents one of the most exciting emerging regulated markets in North America.

“Working with Ron Segev and the team at Segev LLP ensures that our expansion into the province will be aligned with the evolving regulatory framework and positioned for long-term success.”

Segal added:

“Canada’s iGaming market continues to evolve rapidly. Our goal is to be fully prepared to support operators entering Alberta from day one.”

The move highlights a broader trend in North America, where affiliate and marketing firms are increasingly aligning with legal and regulatory specialists ahead of market openings. This approach not only reduces compliance risk but also allows companies to establish early positioning in newly regulated jurisdictions.

For more on Canada’s evolving iGaming landscape, see Europa Gaming’s coverage of Ontario iGaming Market Launch and North America Gambling Regulation.

With Alberta’s framework nearing completion, early movers like Media Troopers are aiming to replicate the success seen in Ontario—where strong compliance foundations and localised strategies have proven critical to long-term growth.

The post Media Troopers Prepares for Alberta iGaming Launch with Canadian Gaming Law Firm appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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