Germany Launches Study into Online and TV Gambling Ads
Germany's gambling regulator, Gemeinsame Glücksspielbehörde der Länder (GGL), has launched a study to investigate the effects of gambling advertising on television and online platforms on problem gambling behavior.
With the study, the GGl aims to better understand the potential influences of gambling ads on problem gambling.
LISTEN TO THIS ARTICLE:According to the authority, the comprehensive inquiry titled 'Gambling advertising on television and the Internet in the tension between channeling and addiction prevention' will also examine the impact of 'advertising report' on all individuals, with a particular emphasis on vulnerable groups like minors.
Additionally, topics like television commercials, social media ads, and targeted promotional strategies like bonuses and other incentives used to attract new players will be brought under the purview of the research.
The study will be led by the research firm Eye Square. It will also assess the effectiveness of the advertising regulations outlined in Germany's State Treaty on Gambling (GlüStV), introduced in 2021. The GGL aims to identify which provisions effectively protect vulnerable individuals from gambling advertisements and which require improvement.
Subcontractors to Cover Different Topics
The study will cover various aspects that will be handled by several specialized subcontractors. These include Bilendi, a Cologne-based market research company, and Dynata, a Hamburg-based data software provider, who will conduct an empirical study and analyze the effectiveness of gambling advertisements.
Professor Dr. Gerhard Bühringer of TU Dresden and the Institute for Contract Communication in Berlin will lead the literature review and content analysis of common commercials, providing valuable insights for the study. With Noerr Partnergesellschaft mbB, a law firm based in Düsseldorf, the Professor will develop recommendations for action and answer research questions, shaping the study's outcome and informing future decisions.
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To ensure a comprehensive and unbiased approach, an independent expert panel featuring two distinguished scientists, Prof. Dr. Markus Heinker and Prof. Christian Krebs, will supervise the inquiry.
With the study, the GGl can better understand the potential influences of problem gambling and create effective, responsible gambling strategies to combat it.
Sponsorship Ban Generates Huge Backlash
The assessment is coming at a time when Germany is actively seeking ways to regulate gambling advertising in the country. Recently, the government introduced a ban on sports sponsorship by gambling operators, which has sparked controversy and opposition from various sports stakeholders in the sports industry.
Last month, the nation's Sports Committee of the Bundestag voted against the ban stating that such restrictions could lead to a significant cut in funding for sports in the country.
Instead, the body advocated for a more balanced approach that takes into account the economic and sporting interests at stake.
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