GGL study-investigating the advertising impact of gambling advertising

Gambling Research

eye square conducts research for the GGL long-term study

The Gemeinsame Glücksspielbehörde der Länder (GGL) has assigned a study on “Gambling advertising on television and the Internet” to our market research company. We prevailed against four competitors and took on the current study with a duration of 2 years.

The study is part of the evaluation of the State Treaty on Gambling 2021 and aims to assess the effectiveness of the advertising regulations. The research project is intended to evaluate the effectiveness of the GlüStV 2021 advertising provisions.

Aim of the GGL study

“Gambling advertising on television and the internet in the area of tension between channeling and addiction prevention”

is, to obtain a result that provides information on the extent to which the provisions of Section 5 GlüStV 2021 are suitable or can be improved to direct players to legal offers without tempting vulnerable or at-risk individuals (gambling addiction) to engage in problematic gambling behavior.

Various forms of advertising are considered, including TV commercials, social media advertising and special measures such as bonuses and discounts, all of which are examined by our Brand & Media team.

To ensure a comprehensive scientific discourse, a panel of experts will be appointed for the 2-year study. Details of the panel can be found here.

What does GGL control?

Die Gemeinsame Glücksspielbehörde der Länder (GGL) regulates the transnational gambling market in Germany. The authority, based in Halle (Saale), checks and approves online gambling offers and ensures that providers comply with the rules to protect players from gambling addiction and manipulation.

One of the central tasks of the GGL is to ensure the protection of young people and players, as well as the prevention of gambling and betting addiction.

Your partner for studies on advertising impact

Email | schoenherr@eye-square.com
Phone | +49 30 698144-16

Stefan Schönherr

Stefan Schönherr has been working as a brand and media specialist in the Brand and Media Experience unit at eye square since 2007. After six years of gaining invaluable knowledge within the company, Stefan became the head of his unit in 2013 and is a Partner since 2018.

Stefan conducts quantitative studies on the understanding of media genres and media use. He is not only interested in new online display advertising formats and social media, but also the importance of the printed word in the modern media landscape.

Stefan has investigated the effects of special forms of advertising in the print sector. He leads internationally acclaimed studies such as “Power of Creation” (IAB Research Award, 2016) and “Display Werbung wirkt implizit” (BVM Innovation Award nomination, 2011).

Stefan moderates workshops on digital creation and regularly speaks at conferences.


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