GGL Commissions Eye Square GmbH for Comprehensive German Gambling Ad Study

The German gambling regulator (GGL) has embarked on an important mission to scrutinize the impact of gambling advertising in Germany. They have appointed the research group Eye Square GmbH to conduct an extensive two-year study, covering the nuances of television and internet gambling advertising across all 16 federal states.

GGL initiates a groundbreaking study on gambling advertising in Germany, with Eye Square GmbH at the helm, marking a significant stride in understanding advertising impacts.

This pivotal study will delve into the realm of gambling advertising, examining its effectiveness under Germany’s new gambling regulations, which were implemented in 2021 to legalize online gambling. The GGL’s decision to entrust Eye Square GmbH, selected among four competing bidders, reflects a commitment to comprehensive and insightful research.

The study aims to evaluate the current advertising rules’ efficacy in directing consumers to legal gambling offerings, without sparking excessive interest or vulnerability, particularly among sensitive groups. A critical aspect of the research will be to analyze how gambling advertising and sponsorship influence consumer behavior. This includes assessing the impact of various offers like bonuses and discounts, which are pivotal in the gambling industry.

Stay tuned for insights from this groundbreaking study. As the GGL delves into the intricacies of gambling advertising in Germany, the results are set to influence future regulations and industry practices, shaping a more responsible gambling environment.

Earlier this month, the GGL addressed concerns about the size of Germany’s unlicensed gambling market, following warnings from trade bodies DSWV and DOCV about a substantial black market presence. Recognizing the contentious nature of these studies, the GGL expressed openness to “scientific discourse on survey methods” and a willingness to explore new or improved knowledge acquisition approaches.

As Germany’s online gambling market continues to evolve, the GGL’s initiative in commissioning this comprehensive study with Eye Square GmbH is a crucial step towards understanding and regulating gambling advertising effectively. This research will play a key role in ensuring that gambling advertisements responsibly guide consumers while safeguarding vulnerable groups, contributing significantly to the development of a balanced and well-regulated gambling sector in Germany.