Schleswig-Holstein agrees new online casino advertising model
DVTM and ZAW team up on new self-regulation agreement, including 17,000 minutes per month TV advertising limit for all operators
Authorities in the German state of Schleswig-Holstein have agreed a new self-regulation model for gambling advertising with the German Association for Telecommunications and Media (DVTM) and the Central Association of the German Advertising Industry (ZAW).
The model was developed by DVTM, which represents eight out of the eleven online casino operators licensed in Schleswig-Holstein.
It imposes limits on advertising available for online casino adverts across all licensed operators to a maximum of 17,000 minutes per month. This equates to more than nine hours of advertising a day.
As part of its commitment to enforcing this limit, the DVTM will monitor the advertising activities by using neutral media monitoring data, reporting back to authorities in the state.
Authorities can then review the data and take sanctions against any licensees found to be violating the limit.
German gaming lawyer Dr Andreas Blaue, who worked with DVTM board member and gaming lawyer Dr Wulf Hambach and DVTM CEO Renatus Zilles, welcomed the agreement of the new model, stressing its benefits to the sector.
“The present model of self-regulation for nationwide TV advertising in online casinos is strictly logical and can be easily checked by Nielsen Media Research on the basis of neutral media data,” said Dr Blaue.
“Absolute transparency and fairness are thus guaranteed for all sides.
“It has already led to the fact that the advertising time for licensed online casinos from Schleswig-Holstein on national television has been significantly reduced since 2019 and, moreover, has not increased during the coronavirus period,” Blaue added.
These sentiments were echoed by DVTM CEO Zilles, who suggested the self-regulatory model could be extended nationwide once the new German interstate treaty on gambling comes into force in July 2021.
“Finding pragmatic, responsible solutions together instead of fighting against each other is the guiding principle of our association. The present one could serve as a model for regulating advertising under the future State Treaty on Gambling,” Zilles added.