Germany to Conduct Comprehensive Evaluation of Gambling Advertising

The new study commissioned by Germany’s gambling regulator, Die Gemeinsame Glücksspielbehörde der Länder (GGL), will probe deep into the effects of Advertising Gambling products via the Internet and broadcast media.

The focus of the study is the advertising rules set in the country’s Fourth Interstate Treaty on Gambling, GlüStV 2021.

GlüStV 2021 became Germany’s new framework for German gambling activities in 2021. This treaty went on to aid in creating the country’s regulator, the GGL.

GGL states:

“The research project aims to carry out an impact evaluation of the advertising provisions of the GlüStV 2021.”

Another reason for the study is the need for research into the effects of introducing and incentivizing players who have never engaged in gambling activities before, and the possible gambling harm this may cause.

As recorded in a statement made by the German regulator:

“It is expected that the result will provide information on the extent to which the provisions of Section 5 from GlüStV 2021 are suitable or can be improved to direct players.”

Expert Panel to Aid in the Course of the Survey

To ensure full transparency and impartiality, the GGL has subcontracted parts of the review and turned to a panel of experts to oversee the study. The panel comprises respected professionals in the field, while the subcontractors will complete surveys and their analysis.

GGL Panel Overview:

• Prof. Dr. Markus Heinker — Professor of Media Economics and Media Policy, 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.
• Prof. Dr. Gerhard Bühringer — Technical University Dresden and Berlin’s Institute for Contract Communication will also deliver insights, structured literature analysis, and recommendations for action.

There will also be reports and studies on the survey, such as the opportunities it may bring, and the limitations of the questions being asked. The Institute for Contract Communication will perform the common commercial content analysis.

The Expert Panel’s key tasks are to aid in the studies from inception to completion, ensuring all avenues of the study are explored scientifically and repeatably. Core areas of the task include the designs of questionnaires and the main questions to be asked of survey groups.

The Expert Panel has been advising on the Design and methodology of the study on the GGL board since 2024. Further definitions and updates to the survey will be compiled and assessed in the future by the GGL.

Subcontracting GGL Studies and Analysis

Thorough studies need data — so naturally the GGL has turned to the best in the business to ensure clear and concise data for the duration of the study.

Bilendi GmbH in Cologne and Dynata GmbH in Hamburg are to process the empirical study and advertising effectiveness analysis. Both Bilendi and Dynata are respected research specialists and have a reputation for producing a broad spectrum of subjects for data analysis.

The Evaluation of Gambling Advertising is to take place in 2026.