Gambling Advertising Under Scrutiny: Google’s Practices and Regulatory Concerns

A recent discussion hosted by the German Association for Telecommunications and Media (DVTM) focused on the contentious issue of gambling advertising. Held on April 22nd, the event brought together industry experts to address concerns surrounding Google’s policies on gambling ads, the regulation of advertising for legal gambling operators, and the current approach of the Joint Gambling Authority of the Länder (GGL).

The DVTM and the Central Association of the German Advertising Industry (ZAW) are collaborating on a project to monitor advertising for illegal gambling offerings online. Dr. Bernd Nauen, Managing Director of the ZAW, presented the project’s findings, stating that illegal gambling is easily accessible through Google, requiring only “one or two clicks.” He highlighted the problem of ads that rank highly in search results, as well as affiliate sites. According to Dr. Nauen, these avenues allow illegal operators to achieve significant communicative reach at a low cost, a benefit that regulated, legal providers are denied due to existing restrictions.

Concerns Over Regulatory Approach

Dr. Nauen argued that Google’s ability to operate in this manner is partly due to a lack of “imagination and will” on the part of the GGL. Sabine Fuxjäger, Country Manager Germany at the LeoVegas Group and Deputy Board Member of the DVTM, criticized the regulatory authority for primarily targeting registered and legal operators. Matthias Gerber, Compliance Officer at Bet3000, summarized the sentiment, stating, “The GGL is channeling [users] into the black market.”

Dr. Ronald Reichert, a lawyer at Redeker Sellner Dahs and Advisory Board Member of the DVTM, urged the legal gambling industry to become more proactive. He suggested that the industry has been too hesitant in presenting proposals to authorities and policymakers. Dr. Reichert emphasized that combating the black market requires a well-thought-out strategy, stating, “This is a matter for the associations.”

The discussion highlighted the need for a more effective and balanced approach to regulating gambling advertising, ensuring fair competition for legal operators while actively combating illegal offerings.

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