The study, titled 'Gambling Advertising on Television and the Internet in the Tension Between Channeling and Addiction Prevention,' aims to assess the effectiveness of current advertising practices and their influence on both the general population and vulnerable groups.
To ensure a thorough scientific evaluation, the study involves several specialised subcontractors.
Bilendi in Cologne and Dynata in Hamburg will handle the empirical study and advertising effectiveness analysis, while the Institute for Contract Communication will conduct a structured literature analysis and content analysis of common commercials.
These entities will also collaborate with Noerr Partnergesellschaft mbB in Düsseldorf to answer research questions and develop recommendations for action.
Additionally, an independent panel of experts has been established to provide scientific oversight and ensure a comprehensive discourse throughout the study.
The study will focus on examining the effects of various forms of gambling advertising, including TV spots, social media ads and special measures like bonuses and discounts.
The aim is to evaluate the impact of these advertisements on different recipient groups, with a particular focus on vulnerable individuals.
Subsequently, the research will assess whether the advertising provisions of the State Treaty on Gambling 2021 effectively channel players towards legal gambling options without unduly incentivising those who are not previously interested in gambling.
Overall, the evaluation aims to provide insights into the effectiveness of current regulations and potential areas for improvement to balance the promotion of legal gambling with the prevention of addiction.
This news comes after GGL recently spoke about the importance of gambling research at the 20th Symposium on Gambling at the University of Hohenheim.
