The German Federal Gambling Authority, known as the Gemeinsame Glücksspielbehörde der Länder (GGL), has launched a comprehensive review aimed at evaluating the influence of television and internet gambling advertisements. This study will also investigate the impact on problem gambling and vulnerable groups within the population.
Evaluating the 2021 Gambling Ad Regulations in Germany
Titled “Gambling Advertising on Television and the Internet: Balancing Channeling and Addiction Prevention”, this study will examine various advertising techniques including TV commercials, social media promotions, bonus offers, and other methods of player acquisition. The primary objective is to assess the effectiveness of the advertising regulations implemented under Germany’s State Treaty on Gambling (GlüStV) in 2021. This review aims to identify successful measures while pinpointing areas for improvement to better protect susceptible individuals from exposure to such advertisements.
Key Players in the Research Initiative
Multiple specialist subcontractors are involved in conducting different segments of this research. Bilendi, a market research firm based in Cologne, and Dynata, a data software provider from Hamburg, will perform empirical analysis and measure advertisement awareness to assess effectiveness. Additionally, Professor Dr. Gerhard Bühringer from TU Dresden and the Institute for Contract Communication in Berlin will carry out a structured literature review and content analysis of typical commercials. They will address research questions and develop recommendations for action alongside Noerr Partnergesellschaft mbB, a law firm based in Düsseldorf.
Oversight by an Independent Scientific Panel
To ensure the study’s credibility and representation of diverse scientific perspectives, an independent panel will supervise the research. This panel is chaired by Prof. Dr. Markus Heinker, a professor of media economics and media policy, and Prof. Christian Krebs, the director of the Lower Saxony State Media Authority. The panel’s expertise will be crucial in maintaining the study’s integrity and ensuring a balanced analysis of the data.
Additional Assessments by Bremen University
As part of GGL’s initiative, the Institute for Public Health at Bremen University will conduct a separate assessment focusing on the GlüStV regime and the player protection measures adopted under the law. Their previous research in 2023 revealed that the prevalence rate of gambling disorder among individuals aged 18-70 remained constant at 2.4% since 2021. This continuous monitoring helps in understanding the long-term effects of the regulations and the overall health impact on the population.
Long-term Goals and Future Developments
The study is projected to continue until 2026, culminating in a comprehensive evaluation of the GlüStV provisions. The ultimate goal is to develop a new advertising code for gambling that can be endorsed by individual state authorities in Germany and subsequently integrated into federal law. This forward-thinking approach aims to create a more responsible and regulated gambling advertising environment, safeguarding public health and mitigating risks associated with gambling addiction.
In conclusion, Germany’s initiative to study and refine its gambling advertisement regulations underscores its commitment to protecting vulnerable groups and ensuring responsible gambling practices. By engaging top researchers and independent experts, the GGL aims to establish a robust framework that balances commercial interests with public health priorities.
