Restrictions on betting advertising in sports

Germany has built one of Europe's most detailed advertising restriction regimes for gambling, including sports betting. The basis is the Interland Agreement on the Regulation of Gambling (GlüStV 2021) and the supervision of the general land regulator - GGL (Gemeinsame Glücksspielbehörde der Länder). The approach combines consumer protection and the permitted commercial activity of licensed operators.

1) Basic principles and general "red lines"

Advertising is only allowed for licensed products and should not be intrusive, misleading or directed at minors/vulnerable groups. "Native" substitution of editorial content by advertising is prohibited.

For virtual slots, online poker and online casinos, there is a "watershed": a ban on advertising on TV/radio/Internet from 06:00 to 21:00. (Important: this is a casino vertical rule; other special restrictions apply to sports betting, see below.)

2) Special rules specifically for sports betting

Ban in a live context: just before the start and during the live broadcast of a sporting event, you cannot advertise bets on the same event on the broadcast channel. This cuts off the "hot" calls right at the moment of the match.

No active athletes and officials in advertising: it is prohibited to use active players and sports functionaries in promo sports bets.

In sports facilities, only "umbrella" brand communication is allowed (logos on uniforms, perimeter sides, etc.) without aggressive call-to-action.

3) Platforms and formats: where they tightened more

Influencers/streamers. GGL achieved a ban on regular advertising even from licensed providers through slot streams and increased control over cross-border promos. This reflects a policy of minimizing "influence campaigns" addressed to young people.

Online platforms. From September 25, 2024, Google requires a GGL certification/license for all gambling advertisers (including brokers/affiliates). The change, according to the regulator, helps to restrain the "black market."

4) Affiliates and Fees

There are additional frameworks for partners: limiting formats and prohibiting rewards under the revenue share scheme in some cases - so as not to stimulate aggressive attraction and "hunting" for vulnerable players. Details are specified in the GGL manuals and license terms.

5) How it affects sports and clubs

Betting partnerships in football remain, but brands operate within strict exposure and media planning rules. Example: Tipico continues its long-term partnership with the Bundesliga, adapting communication to the requirements of GlüStV and GGL.

At the same time, public pressure and discussion about additional restrictions (following the example of Italy/Spain) periodically surface in the fan community and the media agenda.

6) Campaign practice: "what is not possible" in a short checklist

You cannot call for "recouping" or presenting bets as a solution to financial problems; you cannot disguise ads as editorial material; communications cannot be directed at minors.

You cannot show promo bets for the same match in the pre-roll/midroll of the same live broadcast.

Current athletes/officials may not be used in commercials and mock-ups.

7) Attention Points for 2025-2026

We expect further clarification of GGL to digitized formats (CTV, content creators, short video) and accurate manuals on safe-design creatives.

Platform politicians (Google/social networks) will continue to "stitch together" with national rules - without GGL certification, access to the inventory will be closed.

Bottom line. For sports betting in Germany, there is an "address" model: advertising is permissible, but not in direct conjunction with the current live match, without the participation of current athletes/officials and within moderate formats in arenas; the "watershed" in time is strictly related to vertical casinos. Strengthening the role of GGL and platform filters makes the market more transparent - and at the same time increases the requirements for the legal purity of creatives, media placement and partner schemes.