No advertising for gambling providers at the 2024 European Football Championship in Germany: the Federal Government Commissioner for Addiction and Drug Issues would welcome that. Burkhard Blienert (SPD) emphasized in the Dlf that “the big spotlight of a European championship” provides the reason to look again at stricter regulation of advertising for sports betting.
State Treaty on Gambling: Sports betting legal in Germany
Sports betting and its application are legal in Germany. In the new State Treaty on Gaming 2021, the federal states had first agreed on a reform for uniform requirements and stricter state supervision.
Advertising for gambling is handled a lot more strictly in at least two other EU countries. It is completely forbidden in Italy and severely restricted in Spain because it is only allowed at night. However, sponsorship contracts between gambling providers and sports teams are completely prohibited.
For Blienert, these countries are “role models” for Germany. He explains: “In recent years, we have had a kind of channeling of legal sports betting through the State Treaty on Gambling. And at the same time, we have to recognize that we have more than four million people in Germany who have a gambling disorder, i.e. either show problematic gambling behavior or are addicted to gambling are.”
No exact figures on sports betting addicts in Germany
There are currently no figures available on how many people in Germany are addicted to sports betting. Estimates are sometimes in the five and sometimes in the six-digit range. In its 2022 annual report, German Addiction Aid states that around a third of sports bettors show signs of a gambling disorder.
Children and young people are particularly vulnerable for Blienert
Studies on the effect of advertising on consumers also come to inconsistent results. Blienert’s perception is the following: “Especially with children and young people, early contact through advertising, this permanent availability and normality that is expressed with it, is a lever that is also scientifically proven.”
For him, that means: “No advertising before 11 p.m., which is also aimed at children and young people because they consume media at that time. Everything that is prohibited for minors anyway should not be shown before 11 p.m..”
Blienert thinks the majority of the population is behind him
After a survey, Blienert is sure that the population has the backing: “We asked the population what they think of advertising and sponsorship for alcohol, tobacco and sports betting. Over 70 percent of people would have no problem at all if we clicked on advertising for problematic substances such as alcohol and tobacco, but also gambling, would do without.”
According to Blienert, the survey was representative. “In this respect, I can rely on the fact that we have more than one mood picture.”
Sport as a positive advertising environment
For the federal government’s addiction commissioner, sport plays a special role as an advertising environment for “problematic products” such as gambling. “Sport always has positive connotations, has to do with joie de vivre, with community. And advertising wants to transfer that to these products.” In addition, sports betting is particularly attractive for many, “because you supposedly feel at home in your knowledge and feel like a professional”.
Important sponsorship deals: Resistance from the sports world?
But how realistic is a restriction on gambling advertising according to Blienert’s ideas? “We are still at the beginning of the debate, so I assume that we will need more than this legislative period,” says the 57-year-old, assessing the chances of a quick agreement between the countries as low.
And many sports associations and clubs are unlikely to share Blienert’s attitude. Because the sports betting industry brings in a lot of money in the form of sponsorships and advertising partnerships. Blienert hopes for insight: “I think it’s obvious to many these days that socio-political debates don’t stop at sport, but belong there.”