A Google Ads licence is a criterion that must be met in order to advertise on Google.
According to the new regulations that Google has implemented, the only businesses that will be permitted to promote gaming in Germany are those who have been granted a licence to operate by the German Gaming Authority (GGL). This indicates that operators are not only required to fulfil high standards of safety and player protection, but they are also need to submit to stringent restrictions imposed by legal authorities in Germany. Note that this licence covers not only traditional casinos but also internet casinos and any items that are associated with gambling. This is a crucial point to keep in mind.
The GGL is responsible for enforcing stringent restrictions in order to safeguard children, combat gambling addiction, and prevent fraud. Increasing the degree of confidence among participants and reducing the number of illicit operators who are able to reach the German market are the goals of this measure.
In what ways might advertisements be made for gambling types?
The new regulation is only applicable to those types of gambling that are formally sanctioned by the legal system located in Germany. It is for this reason that it will be forbidden to advertise illicit online casinos and games that do not have a licence from the relevant jurisdiction. On the list of gambling activities that are legal are the following:
It will be possible for licensed and regulated online casino operators to continue to promote their services on the Google platform. This applies to online casinos.
– Slot machines available online: The promotion of products that are categorised as slot games will only be permitted if the products in question possess a licence.
In spite of the fact that sports betting will continue to be allowed, the advertising of sports betting will be subject to stringent regulations in line with the statutes of the local governing body.
By guaranteeing that users only access gambling games that are regulated and in accordance with the laws of the nation, these steps guarantee the protection of users.
Repercussions for the gaming industry
The gaming market in Germany will be significantly impacted as a result of the new regulations introduced. Unlicensed operators will be compelled to withdraw from advertising platforms such as Google, which will result in a reduction in their presence in the market and a limitation on their capacity to recruit new participants. Therefore, licensed businesses will have an edge since they will be able to legally market their goods and services via Google. This will provide them a competitive advantage.
The purpose of these modifications is to protect users from the dangers that are connected with illicit gaming companies, as well as to ensure that the gambling sector is both transparent and lawful.
Final Thoughts
From the 25th of September in 2024, the only gambling operators in Germany who will be allowed to take use of Google’s advertising possibilities will be those who have been granted a licence by the German Federal Gambling Authority (GGL). All participants will benefit from increased safety and transparency as a result of this reform, which will be a key step in the process of regulating the gaming sector. Operators will not only be required to comply with local regulations, but they will also be required to agree to all of the terms and conditions that have been established by Google and GGL in order for their items to be effectively advertised.
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