Regulator of German gambling market to reevaluate advertising standards for updated code

The German gambling regulator, Glücksspielbehörde (GGL), has initiated a comprehensive market evaluation, aiming to complete the study by 2026. This extensive analysis, commissioned by the GGL, is being conducted by a media research group called Eye Square across Germany's 16 states.

The primary focus of the evaluation is on the regulated market's societal role and the impact of advertising. The study aims to determine if bonuses, promotions, and ads, including TV and social media, influence vulnerable groups.

An empirical investigation, impact analysis, structured literature review, and content analysis of gambling advertising are part of the study. Subcontractors are responsible for carrying out these tasks, although the name of the specific subcontractor conducting the study has not been explicitly stated in the provided search results.

An independent panel, including Dr. Markus Heinker and Christian Krebs, will analyze the entire scope of the scientific discourse. This panel will exchange close information with the federal states on the partial reports and further assessments of the study.

The evaluation aims to assess the effectiveness of the Fourth Interstate Treaty on Gambling, introduced in 2021. The goal is to determine if advertising successfully channels players to licensed offerings without enticing new gamblers. Additionally, the study will assess if the provisions of GluStV 2021 have a critical incentive effect on persons who have not yet been interested in gambling and/or vulnerable individuals.

The findings from this study will help develop a new federal advertising code for gambling. This code is expected to provide guidelines for responsible advertising practices within the gambling industry, ensuring a safer and more controlled environment for all involved.

Regulator of German gambling market to reevaluate advertising standards for updated code