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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.

Compliance Updates

Comtrade Gaming Obtains Romanian License to Distribute Games

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Comtrade Gaming’s CG Games division has announced its approval for the distribution of casino content in Romania.

The license will allow players in Romania to access a range of games from the CG Games portfolio, including Sweet Treasure, Crash Soccer, Wild Miner, Diamond King, Break the Bank and many more.

“This is a key step for CG Games. We have been very successful in the Romanian market for many years, with our iGaming Platform, and this extension of our license means we can increase our offering to our partners. It also now allows us to work with all operators in that market, regardless of the platform they use, and we are very excited to bring our games to this market,” said Comtrade Gaming’s Chief Commercial Officer, Steven Valentine.

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Compliance Updates

Betsson Group shortlisted for 4 awards at the Global Regulatory Awards

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Betsson Group shortlisted for 4 awards at the Global Regulatory Awards
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Betsson Group has managed to secure four award nominations for the 8th edition of the Global Regulatory Awards. Held annually since 2017, the awards hosted by Vixio, a leading provider of regulatory intelligence solutions, recognise the achievements of individuals, teams, and organisations in the gaming industry that have excelled in compliance, corporate social responsibility, and safer gaming.

According to the official website of the Global Regulatory Awards, Vixio received a record number of submissions this year, making 2024 their most competitive year by far.

The 2024 Global Regulatory Awards ceremony is scheduled to take place in London on 4th December 2024.

Betsson Group is shortlisted for three company awards and one individual award.

1. Commitment to Compliance by an Operator

This award celebrates a leading compliance initiative by a gambling operator that has significantly improved internal expertise and set a new standard for industry best practices. The judges will look for an initiative that demonstrates transformative improvements in processes, technology, reporting, and training, while also promoting best practices across the sector.

2. Chief Compliance Officer of the Year – Corinne Valletta

This award celebrates an exceptional compliance leader who consistently exceeds expectations, expertly navigates regulatory challenges, and has significantly elevated the compliance standards within their organisation through pragmatic solutions, operational transformation, and thought leadership. The award seeks a leader who actively collaborates with management, their team, and regulatory bodies to foster a culture of compliance. Judges will look for concrete examples of the nominee’s impact, including industry conference appearances, introduced training initiatives, and demonstrations of thought leadership.

3. Compliance Team of the Year

This award honours a compliance team within an organisation that actively fosters a culture of compliance, responding effectively to regulatory changes and driving their organization to lead in new compliance standards. Judges will evaluate how the team has cultivated a compliance-focused culture, collaborated across the organisationinitiated training, and influenced business practices and industry engagement, including with trade associations. Special consideration will be given to teams that have led their organisation into new compliance jurisdictions in emerging markets.

4. Legal Team of the Year

This award recogises a legal team that protects the company’s reputation by ensuring compliance with regulations, demonstrating exceptional problem-solving, analytical, and organisational skills, and proactively advising management. Judges will assess how the team promotes best practices, keeps the business ahead of regulatory changes, and minimises the impact on both the bottom line and daily operations.

In conclusion, the above nominations highlight Betsson’s strong compliance culture and commitment to raising its standards in compliance to ensure a safe and stable business.

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Compliance Updates

St8.io granted Isle of Man licence

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St8.io granted Isle of Man licence
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The next-generation content aggregator St8.io has been awarded an Isle of Man OGRA Software Supplier licence, as the company continues to expand its regulated footprint worldwide.

The licence, granted by the Isle of Man Gambling Supervision Commission, will allow St8 to supply its product to other IoM-licensed B2B and B2C partners, as well as other Tier 1 operators.

“This is another important step in our mission to serve regulated markets worldwide,” said Vladimir Negine, founder and CEO at St8. “We’ve been really impressed by the robust licensing process of the Isle of Man Gambling Supervision Commission, which allows us to deliver innovative technology in a manner that protects both our partners and the end user. As we expand our presence into more regulated markets, the proven reputation that comes with an IoM licence will serve us well.”

Lyle Wraxall, Chief Executive at Digital Isle of Man added: “I would like to congratulate St8 for gaining their Isle of Man Software Supplier Licence and look forward to them joining the thriving business community. St8’s decision to expand its operations here reinforces the Isle of Man’s position as a leading hub for the digital and gaming industries.”

St8 was guided through the licensing process by specialist consultancy Amber Gaming.

“We are thrilled to congratulate our valued partner St8 on securing their licence with the support of our advisory services. This achievement underscores our commitment to delivering expert guidance and driving success together,” said Jade Zorab, Managing Director at Amber Gaming.

Vladimir Negine added: “We chose Amber Gaming because we needed a partner with a complete understanding of this process, a flawless reputation and an efficient approach that matched with our timelines. They delivered perfectly on all of these, and I’d like to thank Lee-Ann, Abi and the entire Amber Gaming team for their fantastic support.”

St8.io’s Isle of Man licence is just the latest that the content aggregator has acquired. Last year, it was granted a licence from Romania’s National Gambling Office, and in June secured a recognition notice from the Malta Gaming Authority.

The company continues to bring world-class innovation to the aggregation space, including a recent major update to its St8 Art Kit, which now features animated thumbnails for high-performing games.

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