Recent changes in Google's advertising policy in Germany have become a significant step in the fight against illegal gambling. In particular, the update of Google Ads rules allowed advertising only those services that have received authorisation from the German regulator GGL (Gemeinsame Glücksspielbehörde der Länder). As a result, the volume of online advertising for illegal gambling has significantly decreased. The success of these measures lies in the fact that instead of an outright ban on advertising, an effective restriction mechanism was found that provided benefits to legal organisers and worsened the position of illegal operators.
Google Ads in Germany now allows advertising only to gambling organisers and their intermediaries that have the appropriate permits from the state regulator. At the same time, services that provide access to the services of several gambling organisers on one platform are excluded, as this could potentially create conditions for indirect promotion of illegal gambling.
Technically, it works like this: Google search results give priority to German-licensed gambling providers, thus reducing the "visibility" of illegal gambling ads to local players. Therefore, a person who wants to gamble is more likely to end up on the website of a legal organiser, which also significantly improves the quality and safety of the gaming experience.
The policy update is the result of cooperation between GGL and Google, which has been going on since 2023. Instead of formal administrative measures, GGL chose to engage in a constructive dialogue with the search giant. This approach has proven to be effective, as it has helped to reduce the advertising traffic of illegal operators.
And this is exactly the way the regulatory policy in the field of gambling in Ukraine should be moving. Instead of strict prohibitions that often have negative side effects, a logical regulatory system allows to protect both consumers and legal businesses.
Unlike Germany, legal gambling advertising in Ukraine is often on the verge of legal restrictions. Strict prohibitions have created a situation where legal organisers are held hostage by their licence. At the same time, illegal platforms take advantage of loopholes in the legislation, maintaining access to consumers through indirect advertising channels.
Such restrictions not only fail to solve the problem, but also contribute to the imbalance between the legal and illegal segments. Licensed brands that comply with the rules lose their competitive advantage, while illegal operators take advantage of the lack of clear regulation. This puts players in an even more vulnerable position.
Germany's experience once again confirms that a systematic regulatory policy is more effective than bans. Regulation ensures a level playing field for legal organisers and creates obstacles for illegal operators. This contributes to higher standards of service quality and player safety.
Ukraine has an opportunity to use the experience of Germany and other developed countries to improve its own gambling market. Google's new policy demonstrates that regulatory approaches can be effective even in difficult conditions. Creating transparent rules for legal organisers and finding technical opportunities to provide competitive advantages to licensed businesses is the basis for building a civilised gambling market and ensuring maximum benefits for the state and players from gambling legalisation.
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