Regulations on gambling advertising in Europe: a comparative policy review

Abstract

Gambling advertising contributes to increased gambling consumption and harm. Several European countries have taken steps to restrict gambling advertising. This policy review maps regulations on gambling advertising in 30 European countries using the comparative framework analysis method. The aim is to identify different regulatory provisions for gambling advertising in Europe, to support cross-jurisdictional learning on possible best practices. The results highlight regulatory diversity and learning potential. Two countries had near blanket bans on gambling advertising. Six other countries had near bans. Elsewhere, restrictions varied. Restrictions include limitations on harmful content. There was an almost universal ban on targeting youth with gambling advertising. Most countries had restrictions on advertising channels, media and objects. Restrictions on the timing of advertising, on direct and online forms and on sponsorship were less prevalent. Some form of preventive messages were required by most countries. These findings have implications for harm prevention and public health. Prohibiting or restricting advertising can help to reduce the burden of harm caused by gambling. However, restrictions need to be comprehensive and targeted at different forms and types of advertising. Cross-comparative evidence highlights good practices and possibilities for improved regulation of gambling advertising.