The advertising sometimes contains coupons or promises bonuses: gambling is often presented as harmless leisure fun, criticize state authorities. But: “Advertising helps to normalize gambling and make it appear as an everyday part of life,” criticizes Verena Küpperbusch, head of the North Rhine-Westphalia Gambling Addiction Unit in Bielefeld. Risks such as debt, loss of control and addiction are usually ignored.
Millions of risky gamblers and addicted gamblers
In Germany, 3.14 million people gamble in a risky manner, and another 1.25 million people have a gambling disorder and are considered pathological, addicted gamblers. In the most populous federal state of North Rhine-Westphalia, around 682,000 people gamble at risky levels and 273,000 people are classified as addicted to gambling, as Küpperbusch describes, citing the “Gambling Survey 2025”.
For the nationwide day of action against gambling addiction on September 30th, the state authorities are calling for significantly stricter regulation of gambling advertising. The industry works with emotional messages, promises of winnings and a targeted link between gambling and sports, entertainment and community, says Küpperbusch. Users are often addressed directly and individually via personalized advertising.
State Office of North Rhine-Westphalia: Industry costs a lot for advertising
The gaming industry in Germany spent more than 620 million euros on advertising in 2025 - making it one of the ten industries with the largest advertising budgets, as the State Office for Gambling Addiction NRW reports.
Another indication of significant advertising activity: There are “massive amounts” of queries on the OASIS blocking system. Gambling providers are only allowed to send personalized advertising directly to people who are not blocked via this nationwide register, explains Küpperbusch. Those affected can have themselves blocked from OASIS. In addition, relatives can arrange this if they provide evidence of problematic gaming.
Gaming operators are obliged to apply for third-party bans if they see signs of addictive behavior - for example if a customer repeatedly gambles excessively in the arcade. However, this external blocking does not work well; such reports from providers are very rare, complains the expert. The nationwide OASIS system is managed in the Darmstadt regional council.
Specifically, the specialist departments demand, among other things:
Advertising and sponsorship for offers with increased addictive potential should be limited much more.
Advertising on social media should be limited to purely factual and non-stimulating information.
Advertising with bonuses, free bets, cashback systems or comparable financial incentives must be completely prohibited.
Illegal offers are problematic
Gambling offers are available across the board in North Rhine-Westphalia, but municipal controls are incomplete, a study by the state gambling addiction department on behalf of the Ministry of Social Affairs recently showed. In addition, there are illegal offers that are causing great concern, says Küpperbusch. “This is a particularly dangerous market that definitely exists in North Rhine-Westphalia.” How big the black market is is difficult to determine.
