Germany’s Gaming Regulator Targets Gambling Ads in New Study

The German Gaming Authority, known as Gemeinsame Glücksspielbehörde der Länder (GGL), has launched a significant study aimed at understanding the impact of television and internet advertising on excessive gambling behaviors.

This study seeks to delve into the influence of advertising and sponsorship on gambling habits, with a special emphasis on vulnerable groups, ensuring that the societal impacts are comprehensively understood and addressed.

Study Overview

Titled “Game Advertising on Television and the Internet in the Tension Between Channeling and Addiction Prevention,” the study will scrutinize various advertising measures, including:

• television advertisements,

• social media advertisements,

• special advertising measures such as bonus offers, and tools used for player acquisition.

By examining these components, the study aims to provide a detailed analysis of how different forms of advertising might contribute to gambling behaviors and potentially lead to addiction.

Research Leadership and Methodology

The firm Eye Square is leading this pivotal research. It will analyze the impact of advertising provisions outlined in the State Treaty on Gaming (GlüStV), which was introduced in 2021.

The main objective of this analysis is to identify which advertising provisions effectively protect vulnerable populations and which ones require improvements to mitigate the risk of gambling addiction.

To support this comprehensive study, two specialized subcontractors are involved in various aspects of the research:

• Bilendi, a market research company based in Cologne,

• Dynata, a data software provider based in Hamburg.

They are tasked with conducting an empirical study and analyzing the effectiveness of the advertising. Their combined efforts will provide critical data and insights necessary for understanding the real-world impacts of gambling advertisements.

Academic and Expert Involvement

To further strengthen the study, Prof. Gerhard Bühringer from TU Dresden and the Institute for Contract Communication in Berlin will perform a structured literature review.
This review will address the research questions and provide recommendations based on existing literature and findings.

Prof. Bühringer's involvement ensures that the study is grounded in comprehensive academic research, adding a layer of depth and reliability to the overall analysis.

An independent expert panel will oversee the study to ensure it covers all aspects of scientific discourse. This panel includes:

• Prof. Dr. Markus Heinker, a professor of media economics and policy and dean of the Faculty of Media at Mittweida University of Applied Sciences, who also chairs the Media Council of the Saxon State Media Authority,

• Prof. Christian Krebs, director of the Lower Saxony State Media Authority and an honorary professor at the Hanover University of Music, Theater, and Media.

This panel was formed in March 2024 following consultations with the GGL on critical aspects of the study design and will incorporate additional information and perspectives to enrich the research.

Future Assessment

Following the completion of this extensive research, the GGL aims to conduct a comprehensive assessment of the measures outlined in the State Treaty on Gaming by 2026.

This assessment will determine the effectiveness of current measures and identify areas for improvement, with the ultimate goal of enhancing protections for vulnerable groups against the potentially harmful impacts of gambling advertising.