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Compliance Updates

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

KSA Issues Warning to 711 BV

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The Netherlands Gambling Authority (KSA) has issued a warning to 711 BV, an online gambling provider, for using an influencer to advertise online gambling. This violates the ban on using role models to advertise online gambling. The purpose of these rules is to protect vulnerable groups, such as young people and at-risk and problem gamblers, from gambling advertising.

Role model ban

Online gambling providers are prohibited from using role models, such as professional athletes, actors, models and influencers. The Royal Netherlands Gambling Authority (KSA) has informed 711 that all expressions in which the influencer promotes the gambling provider must be removed. This means, among other things, that the expressions may no longer be seen in the videos. 711 has confirmed that the collaboration has ended and has initiated the removal of the content in question.

The KSA emphasized that gambling providers must be careful about who they use for promotion.

In addition, the KSA addressed 711 about offering tournaments in which players were automatically entered, without having to register or agree to the bonus terms. This can lead to inappropriate gaming behaviour. 711 has confirmed that it has stopped this practice.

The post KSA Issues Warning to 711 BV appeared first on European Gaming Industry News.

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Compliance Updates

eGaming Integrity Celebrates Two Years of Independent Compliance and Audit Expertise

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eGaming Integrity Ltd marks its two-year anniversary, celebrating a period of growth, trust, and continued delivery of independent regulatory, compliance, and audit expertise to eGaming operators, suppliers, and Corporate Service Providers.

Founded by former regulators and senior compliance leaders, eGaming Integrity was established with a clear mission: to help protect licences and reputations through practical, regulator-ready assurance. Two years on, the firm continues to provide objective, expert support designed to strengthen governance and reduce regulatory risk.

A Trusted Partner for Assurance

In just 24 months, eGaming Integrity has become a trusted partner for organisations seeking confidence in their control environments. The team delivers:

  • mock regulatory audits and inspection readiness;
  • independent internal audit programmes;
  • targeted remediation and advisory support.

Emma Shilling, Director, highlighted the firm’s commitment to meaningful, independent assurance: “Reaching our second anniversary is a proud moment. From day one, our focus has been to provide independent assurance that adds real value. We help embed governance and compliance into everyday operations to protect licences and reputations for the long term.”

Robert Penfold, Head of Internal Audit, highlighted the importance of objective insight in strengthening client operations: “Over the past two years, eGI has shown how truly independent audit and compliance support can reduce risk and give boards confidence that controls are working as they should. Our role is to provide clear, workable solutions that prepare businesses for scrutiny and support their ongoing success.”

Looking Forward

As it enters its third year, eGaming Integrity remains committed to delivering expert,

impartial, and commercially practical assurance. Whether preparing businesses for regulatory engagement, providing independent internal audit services, or supporting targeted remediation, the firm’s goal remains simple: to be the trusted partner that helps protect licenses and reputations.

The post eGaming Integrity Celebrates Two Years of Independent Compliance and Audit Expertise appeared first on European Gaming Industry News.

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Compliance Updates

Regulators Call for Stronger Measures Against Illegal Online Gambling

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Regulators of Austria, France, Germany, Great Britain, Italy, Portugal and Spain issued a joint institutional statement.

The fight against illegal online gambling is one of the paramount tasks facing regulated jurisdictions. Its borderless nature and the speed of technological innovation make it easier for illegal operators to evade regulatory oversight. This creates significant risks for consumer and public health protection, endanger public order and harms the activity of legitimate operators. In short, illegal online gambling undermines the entire regulatory framework designed to protect the public interest.

The statement reads: “We express our common concern regarding the increasing proliferation of advertising targeting our jurisdictions by unauthorised operators, particularly through digital channels such as social media, video platforms, and affiliate networks. These activities not only violate our national laws but also expose citizens — including minors and vulnerable individuals — to significant risks associated with illegal gambling.

“We wish to express our strong commitment to consumer protection, market integrity, and compliance with national and international regulations within the respective legal framework by:

• sharing information on illegal operators among us

• calling on digital platforms and social media networks to strengthen their control mechanisms to prevent the dissemination of advertising content from unauthorised operators

• reaffirming our commitment to share knowledge and better practices in identifying, investigating, and sanctioning operators acting outside the law.

This statement marks a renewed and united commitment by our jurisdictions to strengthen the integrity of the regulated gambling sector and to protect citizens from the risks posed by illegal gambling activities.”

The post Regulators Call for Stronger Measures Against Illegal Online Gambling appeared first on European Gaming Industry News.

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