Germany's Federal Gambling Authority Gemeinsame Glücksspielbehörde der Länder (GGL) commissioned a wide-ranging survey to determine how television and online advertising influence gambling. The review will also assess the impact on problem gambling and vulnerable populations. The project received the working title “Gambling Advertising on Television and the Internet: Balance between Channel and Addiction Prevention.” The subject of study will be various advertising methods, such as television commercials, promotions on social networks, bonus offers and other methods of attracting players.
The project will examine the effectiveness of the advertising rules introduced by the German Gambling Treaty (GlüStV) in 2021 . The purpose of the analysis is to find out which measures have worked effectively, while at the same time highlighting areas where improvements can be made to prevent susceptible people from being exposed to such advertising.
Several specialized subcontractors are involved in conducting various parts of this study. Cologne-based market research company Bilendi and Hamburg-based software provider Dynata will conduct empirical analysis as well as evaluate effectiveness by measuring ad awareness.
In addition, Prof. Dr. Gerhard Bühringer from the University of Dresden and the Institute for Contract Communication in Berlin will conduct a structured literature review and content analysis of typical commercials. They will also review the research questions and develop recommendations for action together with the Düsseldorf-based law firm Noerr Partnergesellschaft mbB.
To ensure representation of all scientific discourses, the study will be overseen by an independent committee. The chairmen of this commission are prof. Dr. Markus Heinker, Professor of Media Economics and Media Policy, Dean of the Faculty of Media at Mittweida University of Applied Sciences, and Prof. Christian Krebs, director of the State Media Office of Lower Saxony and honorary professor at the Hannover University of Music, Drama and Media.
Also part of the GGL initiative is a separate assessment carried out by the Institute of Public Health at the University of Bremen, which studies the operation of the GlüStV legislation, as well as the measures taken to protect players under this law. They conducted another study in 2023, which found that the prevalence rate of gaming disorder among people aged 18-70 remained unchanged at 2.4% from 2021.
The study will continue until 2026, when a comprehensive assessment of the GlüStV provisions will also be carried out. However, the goal is to develop a new gambling advertising code that can be agreed upon by the individual German state authorities and then turned into federal law.
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