New Industry Solution for Tv Advertising

17,000 minutes per month

The regulation of German online gambling is in full swing. After months of discussions about TV advertising by operators previously only licensed in Schleswig-Holstein, the local Ministry of the Interior, Rural Areas, Integration and Equality has now presented a corresponding industry solution. A new self-regulation model that contains concrete restrictions was developed in cooperation with the DVTM and the ZAW.

The aim of the project is to ensure proportionate nationwide TV advertising for the 11 licensed online casino providers. For these, TV advertising minutes will in future be limited to a maximum of 17,000 minutes per month. The number of TV advertising minutes is therefore set in relation to the industry and is also reduced to the state share of Schleswig-Holstein.

Monitoring of licensees

According to DVTM, the framework condition of 17,000 minutes represents the absolute maximum that the providers licensed in Schleswig-Holstein, including, for example, DrückGlück, Sunmaker or Wunderino, may be used together. The requirement also ensures that the extent of TV advertising in Schleswig-Holstein corresponds to or even exceeds that of nationwide TV advertising.

To ensure that the guidelines are adhered to, the DVTM and the ZAW will monitor the advertising activities of their colleagues. Neutral media data should be used for this purpose. The associations will send regular reports on the operators' activities to the Schleswig-Holstein gaming authority. These are checked closely as per GBN0085__ch; if regulations are ignored, sanctions may be imposed.

As DVTM explained in a press release, critics who are currently assuming a huge increase in gambling advertising on TV are also encouraged to regularly check the data collection. Dr. Andreas Blaue, the project's lead director, explained that the new model is strictly logical and easy to control based on neutral media data from Nielsen Media Research.

Fake news about gambling advertising?

As Blaue further explained, the new model ensures complete transparency and fairness for all stakeholders. As early as 2019, the advertising time of the licensed online casinos on nationwide TV was drastically reduced. Even during the Corona crisis, the volume did not increase. Fake news about an alleged increase in advertising volume is being spread by industry associations such as the German Automatenwirtschaft (DAW) and politicians.

According to Renatus Zilles, CEO of the DVTM, the slogans that would get stuck in people's minds would cause damage to the industry and citizens. The new self-regulation concept is therefore, above all, proof of the performance of your own association. He wants to combine pragmatic and responsible concepts instead of playing the industry, politics and citizens off against each other.

Zilles also explained that the new concept serves as a model for the future regulation of advertising in accordance with the State Treaty on the New Regulation of Gambling (GlüNeuRStV), which is due to come into force in November 2021. The nationwide legalization of online casinos, online sports betting and online poker is planned. The gambling amendment is currently ready for ratification in Brussels. In addition, the individual federal states must agree.

Debate about gambling advertising

The debate about nationwide online gambling advertising has gained momentum over the last few months. Since the companies are currently only licensed in Schleswig-Holstein, some are even calling for complete advertising bans outside the licensed region. Most recently, the Federal Government's Berlin Drug Commissioner, Daniela Ludwig (CSU), spoke out and called for more drastic enforcement of advertising restrictions.

According to Ludwig, the advertisements endanger around 500,000 registered problem gamblers in Ireland. She argued with media data from Nielsen Company. According to this, the operators' gross advertising volume increased by 58.5 percent in the months January to May compared to the previous year. Marketing on TV has particularly increased. Compared to the previous year, expenses increased from 103 million euros to 192 million euros.

Advertising ban in Saarland

In Saarland, an advertising ban has already been imposed on two operators licensed in Schleswig-Holstein by decision of the State Media Authority (LMS). The names were not mentioned, but they are said to be two market-leading companies. According to LMS, they have often been criticized for their TV advertisements in the past. Former LMS director Uwe Conradt last accused the operators of violating the rules in November 2019.

The LMS had also criticized the operators for endangering player protection because the advertisements were broadcast at times when minors were watching. The government of Schleswig-Holstein also came under fire. This should ensure that its advertising is only placed via regional and not nationwide channels.

It remains to be seen whether other federal states will impose similar advertising bans on gambling, which would be in clear contradiction to the planned regulation. According to experts, this would result in better control options and stronger player protection. However, successful channeling into the legal sector can only occur if reputable providers are allowed to draw attention to safe products.

New industry solution for TV advertising