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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.

Andrew Jackson

Scientific Games Adds to Information and Security Management Certifications, Continues Setting Global Industry Gold Standard

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Scientific Games’ UK, Channel Islands and Ireland facilities are the latest in the company’s global operations to achieve international certifications, further strengthening its information security framework and commitment to setting the lottery industry’s gold standard for integrity. The newest certifications are from the World Lottery Association and the British Standards Institute, as Scientific Games continues to expand its business serving government-regulated lotteries worldwide.

Scientific Games’ new National Logistics Centre in Warrington, UK serving The National Lottery, SG Studios digital game development center in Jersey, Channel Islands and lottery retailer technology facility in Ireland have earned certification to the WLA’s Level 2 Security Control Standard. This international security standard for WLA members specifies the required practices for an effective security management structure to maintain the integrity, availability and confidentiality of information vital to the company’s secure operation.

All three facilities also earned a Certificate of Registration for Information Security Management System, achieving the International Standards Organization’s ISO/IEC 27001:2022, the world’s best-known standard for information security management systems. This certification confirms that Scientific Games has implemented a comprehensive framework to manage risks related to data security in accordance with internationally recognised best practices and principles.

“Earning these certifications is about much more than compliance—it’s about trust. Our customers and their players rely on us to protect data and uphold the integrity of every transaction. These certifications reflect the dedications of our teams in the UK, Channel Islands and Ireland, and across our worldwide operations, to maintaining the highest standards of excellence when it comes to information security,” said Andrew Jackson, VP of Corporate Responsibility for Scientific Games.

Scientific Games has also achieved international certifications for operational best practices, including Quality Management Systems (ISO: 9001), Environmental Management (ISO: 14001), Occupational Health and Safety (ISO: 45001) and the World Lottery Association’s Responsible Gaming certification.

With operations spanning five continents and serving 150 lotteries in 50 countries, Scientific Games earned its latest information security management certifications following an extensive independent, international auditing process.

The post Scientific Games Adds to Information and Security Management Certifications, Continues Setting Global Industry Gold Standard appeared first on European Gaming Industry News.

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Regulating the Game Names “Prevent” Risk Identification System by Focal as Latest Innovation Selected for 2026 Pitch! Event

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Leading gambling law and regulation conference Regulating the Game (RTG) has announced “Prevent” – a real-time gambling risk identification and safer gambling messaging system developed by Focal – as the latest innovation selected to feature at next year’s Pitch! event.

Part of RTG’s networking schedule taking place alongside the summit itself in Sydney in March, Pitch! – to be held on the evening of 9 March at the Sydney Opera House – is designed to surface solutions that confront real regulatory challenges by strengthening consumer protection, enhancing governance and offering operators practical capability uplift.

Organisers said “Prevent” exemplifies this mission by reframing player protection as a core operational system rather than an ancillary responsibility. Specifically, it advances the identification of risk across the millions of interactions land-based venues experience by using live behavioural data to detect risk early, generate real-time alerts and deliver safer gambling messaging directly to customers.

It is the next evolution of Focal’s award-winning ALeRT Bettor Protection System, bringing faster insights, automated outreach and a more complete picture of customer behaviour.

According to RTG, “Prevent” expands the reach of player protection by identifying emerging risk in real time, monitoring both carded and uncarded play, delivering instant and automated safer gambling messages, supporting venue teams with accurate, consolidated risk information and streamlining compliance reporting and documentation.

“‘Prevent’ is exactly the sort of innovation Pitch! is built to spotlight. We’re looking for solutions that lift capability, that translate research into operational practice and that show what is possible when technology meets real-world regulatory challenges. ‘Prevent’ is pushing safer gambling further upstream – and making it part of mainstream operations,” said Paul Newson, Principal at Vanguard Overwatch and founder of RTG.

RTG also revealed its first batch of sponsors for the 2026 event, namely GLI as Gala Dinner Partner and Amazon Web Services as a Silver Sponsor, with support from ebet, CherryHub, Intralot Australia, IGT, Everi, Vanguard Overwatch, Leagues Clubs Australia and Thomson Geer.

The post Regulating the Game Names “Prevent” Risk Identification System by Focal as Latest Innovation Selected for 2026 Pitch! Event appeared first on European Gaming Industry News.

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Compliance Updates

GAMOMAT Achieves ISO/IEC 27001:2022 Certification

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GAMOMAT, one of the leading independent German software developers for slot games, has achieved its ISO/IEC 27001:2022 certification. This marks a major milestone in the company’s ongoing commitment to information security management.

The ISO/IEC 27001:2022 certification was awarded by Proks Certification GmbH, an independent certification body accredited by the German Accreditation Body (Deutsche Akkreditierungsstelle DAkkS). The certification, valid until August 2028, also covers GAMOMAT Distribution GmbH and GAMOMAT RGS Ltd.

This important certification ensures that GAMOMAT has the right framework to process, manage and protect both its own sensitive information and that of its clients and employees. GAMOMAT completed a full audit by ISO consultants as part of the assessment, confirming its procedures meet the required benchmarks.

“Securing our ISO/IEC 27001:2022 certification is a testament to our unwavering understanding that data and information security are crucial. This certification demonstrates that our technology is managed responsibly and securely, in line with internationally recognised best practices,” said Paul Schulleri, CTO of GAMOMAT Development GmbH.

The post GAMOMAT Achieves ISO/IEC 27001:2022 Certification appeared first on European Gaming Industry News.

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