German survey raises concerns over gambling ads
The survey could influence the ongoing review of German gambling legislation.
Germany.- A large-scale survey of nearly 4,800 German gamblers between the ages of 18 and 70 found that those experiencing gambling problems are more likely to say advertising influences them. They noted a particular influence on their attitudes, interests and behaviours around gambling.
The research participants were drawn from a single online panel and had an average respondent age of 47, with 57 per cent identifying as male. The survey examined three areas of advertising impact: changes in gambling-related attitudes, interests and behaviours; awareness of gambling promotions; and knowledge of different gambling products and providers.
Participants were screened using DSM-5 criteria and classified as non-problematic (0), risky (1–3), or those with a disorder (4+). Across all aspects, those with gambling disorders reported being more affected by advertising than those without problems. The strongest link was found in the “involvement” category, which measured how ads influenced attitudes and behaviours.
Vulnerable gamblers were far more likely to agree with the statement: “I tend to play after seeing gambling advertising” (36.5 per cent compared with just 8 per cent of non-problematic gamblers). Statistical models controlling for age and sex showed that higher involvement scores were the most powerful predictors of gambling problems.
Each step up in involvement increased 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 participants showed greater risk, independent of advertising effects. Men had about 1.4 times higher odds of reporting any problem gambling symptom, and 1.7–1.8 times higher odds of problem gambling. Older age was associated with reduced risk.
Although the study did not analyse specific advertising channels, the authors referenced earlier findings suggesting that online and social media ads were most linked to involvement, while television advertising was more strongly linked to awareness and knowledge. The researchers suggested that stricter advertising regulations could help limit exposure, especially for vulnerable groups and younger audiences. They noted that advertising seems to disproportionately affect those already at risk, raising concerns about its wider social impact.
While the survey is relatively small, it could carry weight as the German gambling regulator, the GGL, completes its review of the first five years of Germany’s Interstate Gambling Treaty, which it’s due to present to the Bundestag this year. The regulator has pledged to assess whether the framework has achieved its goals of balancing player protection, market sustainability, advertising controls and enforcement of online gambling standards.
