Study: younger men more susceptible to gambling adverts

Seeing an advert and starting to gamble straight away. For many people, it ends there, but for vulnerable gamblers, that moment can be decisive. A major German study involving nearly 4,800 gamblers shows that gambling adverts primarily influence people who are already at risk.

The results have reignited the debate on gambling advertising in Europe. Because when adverts specifically target the most vulnerable players, the question arises as to how far the marketing of games of chance should go.

Study shows clear link between advertising and gambling behaviour

The study looked at nearly 4,800 active gamblers aged between 18 and 70. Participants reported how often they see gambling adverts and what influence those adverts have on their behaviour.

The researchers examined three aspects. They looked at whether adverts increase interest in gambling, how often players notice promotions, and whether adverts change their view of gambling sites and products.

A clear trend emerged from this. Players showing signs of gambling problems are much more likely to report that advertising influences their behaviour.

The study does not claim that advertisements automatically cause gambling addiction. However, it does show that marketing can act as an additional trigger for players who are already vulnerable. The German regulator GGL had previously issued a warning about this.

Significant difference between problem gamblers and other gamblers

To measure the risk of gambling problems, researchers used the DSM-5 guidelines. This is an international system frequently used to identify symptoms of gambling addiction.

Based on this, players were divided into three groups: those without problems, those at increased risk, and those with clear signs of gambling addiction.

The difference between these groups was striking. A particularly stark contrast emerged in response to the question “I gamble after seeing gambling adverts”.

Among players at increased risk, 36.5 per cent said this applied to them. In the group without gambling problems, that figure stood at just 8 per cent.

According to the analysis, the likelihood of gambling problems increases significantly when advertising also leads to greater engagement with gambling.

Younger men respond most strongly to gambling advertisements

The study also looked at age and gender. Clear patterns emerged here too.

Men appear to exhibit symptoms of gambling problems more frequently than women. According to the calculations, the likelihood of gambling-related complaints is approximately 1.4 times higher among men.

Age also plays a role. Younger players are more likely to report that advertising influences their behaviour. As players get older, this effect diminishes.

Researchers believe this is partly due to online marketing. Younger players spend more time on social media and websites where gambling adverts appear regularly.

The debate over gambling advertising is also growing in Belgium

The findings form part of a wider European debate on gambling advertising. Several countries are reviewing whether existing regulations provide sufficient protection for vulnerable players.

In Belgium too, regulations surrounding gambling advertising have become stricter in recent years. The government aims to prevent promotions from being overly prominent and to ensure that vulnerable groups are not constantly exposed to them.

Researchers emphasise that advertising is just one factor in gambling behaviour. Nevertheless, they believe that exposure to marketing can play a significant role when someone is already susceptible to gambling problems.