German gambling regulator to review market for new ad code

[Wolf32]

The German gambling regulator, Glücksspielbehörde (GGL), has announced a comprehensive market evaluation to be completed by 2026. This evaluation will focus on the regulated market’s societal role, particularly the impact of advertising.

Following the introduction of the Fourth Interstate Treaty on Gambling in 2021, the GGL, fully operational since last year, aims to assess the effectiveness of the legislation and whether advertising successfully channels players to licensed offerings without enticing new gamblers.

The media research group Eye Square is conducting a detailed study across Germany’s 16 states to determine if bonuses, promotions, and ads, including TV and social media, influence vulnerable groups. This study will help develop a new federal advertising code for gambling.

Subcontractors have been commissioned to conduct an empirical investigation, impact analysis, structured literature review, and content analysis of commercials. Meanwhile, 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 analyze the entire scope of the scientific discourse.

The GGL spokesman, said:

It is expected that the study will provide information on the extent to which the provisions of GlüStV 2021 are suitable or can be improved to direct players and those determined to gamble to the advertised legal gambling offer, without having a critical incentive effect on persons who have not yet been interested in gambling and/or vulnerable.
The GGL will exchange close information with the federal states on the partial reports and further assessments of the panel of experts.