Expert Panel Set Up to Evaluate Study on Gambling Advertising on Television and the Internet

GERMANY (June 10, 2024) — In order to evaluate the advertising impact of gambling, Die Gemeinsame Glücksspielbehörde der Länder (GGL) commissioned the study Gambling advertising on television and the Internet in the field of tension between channeling and addiction prevention to eye square GmbH in Berlin in December 2023. ( See press release dated December 12, 2023 ).

As part of the study, various areas will be covered by the following specialised subcontractors:

Empirical study and advertising effectiveness analysis
Bilendi GmbH, Cologne
Dynata GmbH, Hamburg

Structured literature analysis
Prof. Dr. Gerhard Bühringer, TU Dresden
Institute for Contract Communication GmbH, Berlin

Content analysis of common commercials
Institute for Contract Communication GmbH, Berlin

Answering the research questions and deriving  recommendations for action
Prof. Dr. Gerhard Bühringer, TU Dresden
Institute for Contract Communication GmbH, Berlin
Noerr Partnergesellschaft mbB, Düsseldorf

In order to cover the entire breadth of the scientific discourse, the study is accompanied by an independent panel of experts. The GGL board was able to recruit two renowned scientists and experts for this purpose. The panel of experts consists of

Prof. Dr. Markus Heinker , Professor of Media Economics and Media Policy and Dean of the Media Faculty at Mittweida University of Applied Sciences and President of the Media Council of the Saxon State Media Authority.

Prof. Christian Krebs LL.M. , Director of the Lower Saxony State Media Authority and Honorary Professor at the Hanover University of Music, Drama and Media

Since March 2024, the expert panel has been consulting with the study management and the board of the GGL on key aspects of the study design and providing additional input for the methodological approach. The focus is on topics such as sampling, questionnaire design and fundamental questions about the opportunities and limitations of the research project.
The core task of the panel is to provide scientific support for the study and to reflect the entire spectrum of scientific discourse.

The assessments and suggestions developed were recorded and implemented by those responsible for the study at eye square. The GGL will be in close contact with the states regarding the partial reports and further assessments of the expert panel.

About the study “Gambling advertising on television and on the Internet in the tension between channeling and addiction prevention
The focus of the study is on examining the effect of advertising and sponsorship, but also of “advertising reporting” on all recipients, with a focus on vulnerable groups of people. Advertising includes both individual advertising measures, such as TV spots and advertising on social media channels, but also advertising in its overall effect and special advertising measures, such as the granting of bonuses and discounts to attract/retain customers. The research project aims to carry out an impact evaluation of the advertising provisions of the GlüStV 2021. It is expected that the result will provide information on the extent to which the provisions of Section 5 GlüStV 2021 are suitable or can be improved to direct players and those who are determined to play to the advertised legal gambling offer, without having a (special or critical) incentive effect on people who have not previously been interested in gambling and/or are vulnerable.

A comprehensive evaluation of the measures of the 2021 State Treaty on Gambling will take place in 2026.

SOURCE: Gambling Authority of the States (GGL).