Germany launches comprehensive review of TV and internet gambling advertising: What impact will this have?

The federal authority for gambling in Germany, the Gemeinsame Glücksspielbehörde der Länder (GGL), has launched a comprehensive investigation into the influence of television and internet gambling advertising. This important study aims to examine the balance between advertising strategies and the protection of vulnerable people from gambling addiction.

Key contents

• Germany is embarking on a detailed study to assess the impact of television and internet gambling advertising.

• The review will explore advertising effectiveness under the regulations introduced in 2021 under the Interstate Gambling Treaty.

• An empirical analysis and structured literature review will be conducted by market research and law firms as well as academic experts.

• An independent commission led by renowned professors will oversee the study with the aim of harmonising advertising strategies with addiction prevention.

• The results of the project, which is due to be completed in 2026, could lead to the development of a new, nationally recognised advertising code for gambling.

In a landmark decision, the Gemeinsame Glücksspielbehörde der Länder (GGL), Germany's federal gambling authority, has commissioned an all-encompassing review to take a closer look at the influence of TV and internet advertising on gambling behaviour. This initiative has come about in response to growing concerns about the role of gambling advertising in problem gambling and the exposure of vulnerable groups to such adverts.

What is the study about?

Described as "Gambling advertising on television and the internet in the area of tension between channelling and addiction prevention", the study aims to examine various advertising channels. From television adverts to social media, bonus offers and other methods aimed at attracting players, the research aims to reveal the true impact of these strategies on consumers. The focus of this analysis is the effectiveness of the advertising regulations introduced by the 2021 Interstate Gambling Treaty. The aim? To identify measures that have successfully protected vulnerable individuals and identify where improvements are needed.

A joint effort

Conducting the study involves a mix of empirical analysis and comprehensive reviews. Entrusted into the capable hands of market research company Bilendi and data software provider Dynata, the project will conduct an advertising perception survey to measure its impact.

Meanwhile, academic expertise in the form of Professor Dr Gerhard Bühringer from TU Dresden and the Institute for Commissioned Communication in Berlin, as well as the Düsseldorf-based law firm Noerr Partnergesellschaft mbB, will all be brought in to address key research questions and produce action-oriented recommendations.

Independent oversight

In order to maintain the integrity and inclusivity of the scientific discourse, an independent committee has been appointed. Chaired by Prof Dr Markus Heinker and Prof Christian Krebs, this team brings extensive knowledge of media economics, policy and player protection measures. Their oversight ensures that the study remains objective and is based on comprehensive analyses.

Towards a safer gambling environment

This initiative also includes separate assessments, such as the one conducted by the Institute of Public Health at the University of Bremen, which emphasised the constant prevalence rate of gambling problems. With the aim of redefining principles for gambling advertising and integrating them into federal law by 2026, the comprehensive study promises to pave the way for a safer gambling environment in Germany. Could these findings revolutionise how gambling is advertised on digital and television platforms? Tim Buchmann, editor-in-chief of the casino comparison portal, says: "Only time will tell, but one thing is certain - the future of gambling advertising in Germany is about to undergo a significant transformation."