GGL launches study into internet and TV gambling advertising

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Germany’s Gambling Authority is hoping to evaluate the impact that gambling advertising on television and the internet has on problem gambling by launching a study into the issue. 

Gemeinsame Glücksspielbehörde der Länder, the nation’s gambling regulator, has launched the study to not only examine the effect of advertising and sponsorship, but also of ‘advertising reporting’ on all recipients, with a particular focus on vulnerable groups. 

Titled ‘Gambling advertising on television and on the Internet in the tension between channelling and addiction prevention’, the study will look into individual advertising measures, including TV spots and social media advertising, as well as special advertising measures such as bonus offers and other player acquisition tools. 

Led by research company eye square, the study will carry out an impact evaluation of the advertising provisions of the GlüStV, Germany’s State Treaty on Gambling introduced in 2021, with the GGL expecting to find out which provisions are suitable or can be improved on when it comes to protecting vulnerable persons from gambling advertising. 

Various topics within the study will be covered by specialised subcontractors. Cologne-based market research company Bilendi and data software provider Dynata, based in Hamburg, will conduct an empirical study and advertising effectiveness analysis.

Prof. Dr. Gerhard Bühringer at TU Dresden and the Institute for Contract Communication in Berlin will conduct structured literature analysis for the study, with the Institute also conducting content analysis of common commercials. 

Both Bühringer and the Institute will respond to research questions and drive recommendations for action as a result of the study, alongside Noerr Partnergesellschaft mbB, a Düsseldorf-based law firm. 

Hoping to cover all aspects of the scientific discourse, the study will be accompanied by an independent panel of experts featuring two renowned scientists, Prof. Dr. Markus Heinker and Prof. Christian Krebs

Heinker is Professor of Media Economics and Media Policy and Dean of the Media Faculty at Mittweida University of Applied Sciences, as well as President of the Media Council of the Saxon State Media Authority.

Meanwhile, Krebs holds the roles of Director of the Lower Saxony State Media Authority and Honorary Professor at the Hanover University of Music, Drama and Media

The panel was set up in March 2024, consulting with the GGL on key aspects of the study design and providing additional input for the approach to be taken by the study. 

Following this research, the GGL expects to take a comprehensive evaluation of the measures of the 2021 State Treaty on Gambling in 2026.