German gambling regulator to launch market review to inform new advertising code
12 June 2024 - 23:09Germany's gambling regulator, Glücksspielbehörde (GGL), has initiated a thorough market evaluation to be completed by 2026, with a key focus on the influence of gambling advertising on society.
Under the framework of Germany’s Fourth Interstate Treaty on Gambling, established in 2021, the GGL became fully operational last year. Its primary goal is to assess the effectiveness of the current legislation, particularly regarding whether advertising effectively channels players towards licensed gambling options without enticing new, uninterested individuals.
To conduct this evaluation, the media research firm Eye Square is carrying out an extensive study across Germany's 16 states. This study aims to understand how various forms of advertising, including bonuses, TV ads, and social media posts, impact vulnerable groups. The findings will help shape a new federal advertising code for gambling.
For this comprehensive review, several subcontractors have been tasked with conducting empirical investigations, impact analyses, structured literature reviews, and content analyses of advertisements. Additionally, an independent panel, including Dr. Markus Heinker, president of the Media Council of the Saxon State Media Authority, and Christian Krebs, director of the Lower Saxony State Media Authority, will examine the full breadth of the scientific discussion on this topic.
The GGL stated, "The study is expected to reveal how well the provisions of GlüStV 2021 direct players towards legal gambling options without excessively incentivizing those who have not previously been interested in gambling or who are vulnerable."
Furthermore, the GGL plans to maintain close communication with the federal states regarding partial reports and further assessments from the expert panel.
Concerns Over Unlicensed Gambling in Germany
The German sports betting association, Deutscher Sportwettenverband (DSWV), has repeatedly highlighted the significant presence of the unlicensed gambling market in Germany. The DSWV has called for a revision of the country's gambling regulations, following reports of a decline in the amount wagered with licensed operators. A survey released in November indicated that unlicensed operators account for 50 percent of all online gambling in Germany.