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The German Gaming Authority hopes to assess the impact that television and internet advertising has on the problem of excessive gambling by launching a study into the issue.

The Gemeinsame Glücksspielbehörde der Länder, the country’s regulatory body, launched the research to examine not only the effect of advertising and sponsorship, but also of “advertising reporting” on all recipients, with a special focus on vulnerable groups.

What can be improved in gambling advertising

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

  • TV ads and social media advertising
  • special advertising measures such as bonus offers
  • player acquisition tools

Led by research firm Eye Square, the study will analyze the impact of the advertising provisions of GlüStV, Germany’s State Treaty on Gaming introduced in 2021, with the GGL.

The aim is to find out which provisions are suitable or can be improved when it comes to protecting vulnerable people from gaming advertising.

Thus, specialized subcontractors will cover various study topics. Bilendi, a market research company based in Cologne, and Dynata, a data software provider based in Hamburg, will carry out an empirical study and analysis of advertising effectiveness.

Study methodology

The Prof. Gerhard Bühringer from TU Dresden and the Institute for Contract Communication in Berlin will conduct a structured literature review for the study. Both Bühringer and the institute will answer the research questions and make recommendations for action as a result of the study.

Com a intenção de abranger todos os aspectos do discurso científico, um painel independente de especialistas, incluindo dois cientistas renomados, acompanhará o estudo. São eles:

  • Prof. Dr. Markus Heinker 
  • Prof. Christian Krebs

Heinker is professor of media economics and policy and dean of the Faculty of Media at the Mittweida University of Applied Sciences. Furthermore, he also chairs the Media Council of the Saxon State Media Authority.

Meanwhile, Krebs is director of the Lower Saxony State Media Authority and honorary professor at the Hanover University of Music, Theater and Media.

Then, in March 2024, the panel was created, after consulting with GGL on key aspects of the study design. The study will take an approach based on additional information the panel provides.

Therefore, following this research, the GGL hopes to make a comprehensive assessment of the 2021 State Treaty on Gaming measures in 2026.