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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.

Compliance Updates

DCMS Concludes Consultation on Gambling Regulation Funding

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The Department for Culture, Media and Sport (DCMS) has published its consultation response on the funding of the Gambling Commission which took place between January and March this year.

The 2023 White Paper committed to a review of the Commission’s fees to ensure sufficient resources to deliver its core responsibilities and the commitments outlined in the Gambling Act Review.

The consultation findings now provide certainty on the Commission’s future income for the coming years.

Licence fees will increase by 25% overall, but the specific changes to fees will be different for each type of operating licence. New fee categories will also be introduced for most licences. Operators are strongly encouraged to review the annexes to the Government’s consultation response to understand how these changes affect their business.

Fees for society lotteries will be held at their current levels, and a new system of fees calculation will be implemented for non-remote general betting limited licence holders. Fees for personal licences will increase by a flat 25%.

Changes to the fees are subject to the passage of secondary legislation and will take effect on 1 October 2026.

Over the coming weeks, operators will be contacted by the Commission with further details about how this affects them and information about alignment to any new category. The criteria for the revised fee categories are set out in the DCMS consultation response. An operator’s submitted regulatory return data for 2025 to 2026 will be used to determine its new fee category.

For further information about the findings of the consultation you can visit the DCMS consultation response webpage.

The post DCMS Concludes Consultation on Gambling Regulation Funding appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Compliance Updates

Tim Miller Announces Departure from UK Gambling Commission

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The UK Gambling Commission has announced that Tim Miller, Executive Director of Policy & Research, has decided to leave the Commission in September 2026 after 10 years of service.

Following his departure, Tim will take up a new role outside of the British regulated gambling industry, supporting governments, regulators and other organisations that are developing and overseeing gambling regulatory systems around the world.

During his time at the Commission, Tim has played a leading role in strengthening the Commission’s research and evidence base, bringing greater rigour and robustness to its research framework. He has overseen the development and launch of the Gambling Survey for Great Britain – the largest survey of its kind anywhere in the world – helping to transform the evidence available to inform gambling regulation and policy.

Tim has also led the Commission’s work to implement the Government’s Gambling Act Review White Paper, overseeing the introduction of a wide range of new protections and regulatory measures. These include reforms to age verification, financial vulnerability checks, remote game design, direct marketing controls and wider measures to make gambling safer, fairer and free from crime.

Tim Miller said: “I have worked at the Commission longer than anywhere else during my career and have found it the most rewarding and fulfilling role. In large part this has been due to the amazing and dedicated colleagues that I’ve had the pleasure to work alongside. That’s what made it a hard decision to leave but after ten years I felt ready for the next challenge.”

Sarah Gardner, Acting Chief Executive of the Gambling Commission, said: “Tim has provided outstanding service to the Commission for ten years. I would like to thank Tim for his significant contribution to gambling regulation and wish him every success in the future.”

The post Tim Miller Announces Departure from UK Gambling Commission appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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AGCO Fines Great Canadian Entertainment $120,000 for Using Unauthorised Gaming System Software at Four Casinos

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The Alcohol and Gaming Commission of Ontario (AGCO) has ordered monetary penalties totalling $120,000 against Great Canadian Entertainment (GCE) for using unauthorided gaming system software at multiple Ontario casino sites, a serious compliance failure that bypassed requirements designed to protect the integrity of casino gaming.

Gaming equipment and systems are central to casino operations. They process payments and wagers, support slot-game play and help maintain controls that protect the integrity, safety and security of the gaming environment. When these systems are used or operated without required testing, monitoring and approval, it weakens safeguards designed to detect and prevent unlawful conduct, including money laundering, and can undermine public confidence in Ontario’s regulated casino sector.

The AGCO reviewed 40 instances in which revoked or unapproved bill validator software had been installed across four casino sites between February 20 and March 15, 2025. Bill validators are components within gaming machines that accept and process cash and help support anti-money laundering controls.

The AGCO’s Standards for Gaming require gaming equipment and software to be tested and approved before being deployed in casinos. Bill validators verify the authenticity and value of cash inserted into electronic gaming machines and are an important safeguard. That is why these systems must undergo rigorous testing and approval to confirm they operate as intended, perform critical functions reliably and are authorised before being introduced into a live casino environment.

Casino operators are responsible for ensuring that changes to gaming systems are properly reviewed, tested and authorised before implementation. Using unapproved software in a live casino environment is a serious compliance failure.

A casino operator served with an Order of Monetary Penalty has the right to appeal the Registrar’s action within 15 days to the Licence Appeal Tribunal (LAT), an adjudicative body that is part of Tribunals Ontario and independent of the AGCO.

“The AGCO requires casino operators to protect the integrity of their gaming systems by making sure they are independently tested, approved and operating as intended. When unauthorised software is used in a live casino environment, it bypasses critical safeguards that are meant to uphold the integrity of gaming and the public’s confidence in the system. The AGCO will continue to hold all casino operators accountable for meeting Ontario’s high standards of gaming system integrity,” said Dr. Karin Schnarr, Registrar and Chief Executive Officer at AGCO.

The post AGCO Fines Great Canadian Entertainment $120,000 for Using Unauthorised Gaming System Software at Four Casinos appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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