A multidimensional study by Addiction Suisse explores the impact of gambling advertising on young people. The review of the scientific literature shows a link between exposure to this advertising and the gambling behavior of young people. The focus group conducted with 15-year-olds confirms their exposure to advertising and its influence on their attitudes. Addiction Switzerland calls for stricter regulation.
In 2024, the Swiss Health Survey of the Federal Statistical Office revealed that in 2022 6.1% of young people aged 15 to 24 exhibited “risky” or “risky” gambling behavior. pathological”. For Addiction Suisse, it is therefore essential to highlight the factors that encourage young people to play games of chance and money. According to a new study funded by the program Play without addiction and carried out by Addiction Suisse, current scientific knowledge allows us to affirm that young people are particularly vulnerable to advertising for these games, which normalizes them and makes them attractive while obscuring the associated risks, including debt and addiction.
Targeted marketing strategies
The marketing techniques used by the gambling industry particularly reach young people through social media, influencers and sponsorship of sporting events. “For example,” explains study co-author Luca Notari, “one such approach is to present the probability of winning money in certain games, such as sports betting, as based on the players’ skills and knowledge, which in reality is an illusion.”
Addiction Suisse’s proposals
The study highlights the lack of strict regulations in Switzerland compared to other European countries. While some countries have adopted measures to protect young people, Switzerland remains one of the least restrictive countries when it comes to gambling advertising.
Addiction Switzerland submits the following measures for discussion:
1. Responsible sponsorship : Ban the use of sponsor logos or names in event sponsorships, following the example of Italy.
2. Proactive legislative framework : Ban by default all advertising for games of chance and gambling, with rare exceptions, following the example of Belgium.
3. Technological control : Force gambling providers to ensure that their online advertising does not reach young people, as is done in the Netherlands.
