A recent survey conducted in Germany has raised concerns about the impact of gambling advertising on individuals who experience gambling-related issues. Conducted with nearly 4,800 participants aged between 18 and 70, the study found that those with gambling problems were more likely to be influenced by such advertising. The participants, sourced from an online panel with an average age of 47 and 57% identifying as male, provided insights into how advertising affects their gambling attitudes, behaviors, and interests.
The survey focused on three main areas: changes in attitudes, interests, and behaviors relating to gambling; awareness of gambling promotions; and knowledge of different gambling products and providers. Using DSM-5 criteria, participants were categorized into non-problematic (0), risky (1–3), or those with a disorder (4+) regarding their gambling behavior. Across all areas assessed, individuals with gambling disorders reported being more affected by advertising than those without problems.
The most significant influence was found in the “involvement” category, which evaluated how advertising impacted attitudes and behaviors. Vulnerable gamblers were significantly more likely to agree with the statement, “I tend to play after seeing gambling advertising,” with 36.5% affirming this compared to only 8% of non-problematic gamblers. Statistical models, which accounted for age and sex, showed that higher involvement scores were strong predictors of gambling issues. Each increase in involvement raised the odds of reporting any DSM-5 symptom by 3.8 times and the likelihood of disordered gambling by 4.8 times.
Men and younger individuals exhibited a greater risk of developing gambling problems, independent of advertising influence. Men had approximately 1.4 times higher odds of reporting any gambling problem and 1.7–1.8 times higher odds of experiencing gambling issues. Conversely, older participants were associated with a reduced risk.
While the study did not specifically analyze different advertising channels, it cited previous findings that online and social media ads were most associated with increased involvement. In contrast, television ads were more strongly linked to awareness and knowledge. Researchers suggested that imposing stricter advertising regulations could help reduce exposure, particularly for vulnerable groups and younger audiences. They highlighted that advertising seems to disproportionately affect those already at risk, raising concerns about its broader social implications.
This survey may significantly influence the German gambling regulator’s ongoing review of the country’s Interstate Gambling Treaty, which is set to be presented to the Bundestag later this year. The regulator, the GGL, has committed to evaluating whether the framework has met its objectives of ensuring player protection, market sustainability, advertising controls, and the enforcement of online gambling standards.
As the gambling landscape evolves, regulators are tasked with addressing these concerns to ensure the industry balances growth with player safety and responsible advertising practices. The upcoming review could lead to changes that further refine these regulations and enhance protections for at-risk groups.
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