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GGL releases study on internet and television gambling advertisements

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The German Gambling Authority hopes to assess the effect of gambling advertisements on TV and on the Internet on problem gambling through a new study.

Gemeinsame Glucksspielbehorde der Lander is the gambling regulator of the country. The study will examine not only the effects of advertising, sponsorship and reporting, but the impact of all of these on the recipients with special focus on the most vulnerable.

The study, titled ‘Gambling Advertising on Television and the Internet: tensions between channelling addiction and prevention of gambling advertising’, will examine individual advertising methods, such as TV spots, social media ads, and special advertising tools, like bonus offers, and player acquisition tools.

This project will evaluate the impact of advertising regulations in the GluStV – Germany’s State Treaty on Gambling, which was introduced in 2021. The GGL expects to learn what provisions can or cannot be improved to protect vulnerable people from gambling advertisements.

Subcontractors will cover different topics in the study. The Hamburg-based data provider Dynata will perform an advertising effectiveness study.

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The study will be conducted by Noerr Partnergesellschaft in Dusseldorf, which is a law firm.

The study, which aims to include all aspects of scientific discourse, will be supported by a panel of independent experts, including two well-known scientists: Prof. Markus Heinker, Dr. Christian Krebs.

Heinker, Professor of Media Economics and Media Policy at Mittweida University of Applied Sciences and Dean of its Media Faculty is also President of the Media Council of Saxon State Media Authority.

Krebs also holds positions as Director of the Lower Saxony State Media Authority and honorary professor at the Hanover University of Music, Drama and Media

This panel, which was established in March of 2024 and consults with GGL, provides additional input to the study’s approach.

The GGL will evaluate the state treaty on gambling of 2021 in detail by 2026.

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