Finnish Research Links Online Gambling Advertising to Increased Gambling Harms

Overview of the Finnish Gambling Study

A comprehensive study conducted in Finland tracked 1,530 adults between the ages of 18 and 75 from 2021 to 2024 to explore the consequences of online gambling advertisements. The findings highlight a clear connection between exposure to these advertisements and heightened issues related to problem gambling and financial difficulties.

Exposure to Gambling Ads and Its Impact

Using the Problem Gambling Severity Index (PGSI), the study evaluated gambling-related harm among participants. Results showed that about three-quarters of the surveyed adults had encountered online gambling ads within the previous 18 months. Men were particularly exposed, with over 80% reporting sightings of such promotions. Individuals engaging with offshore gambling platforms were not only exposed to more advertisements but also suffered from more serious gambling problems.

The research also identified a greater risk of debt enforcement actions among those frequently exposed to online gambling marketing, especially offshore gamblers. Problem gambling was notably more prevalent in younger age groups, particularly those aged 18–24 and 25–34, who registered higher PGSI scores. In comparison, less than 2% of older adults aged 65 to 75 were classified as problem gamblers.

Broader Implications of Gambling Advertising

The study’s authors emphasize growing concerns about gambling-related harm, including financial instability, addiction, and psychological distress. Globally, gambling remains a popular pastime, with nearly half of adults and a significant portion of adolescents participating annually. Within the adult population, a notable fraction engages in risky gambling behaviors, while a smaller percentage meet criteria for problem gambling. The degree of harm varies depending on the gambling activity involved.

Frequent gambling, especially monthly activity on offshore sites, correlated with increased exposure to online gambling ads. This highlights the challenges posed by offshore gambling markets that operate beyond the reach of domestic regulatory supervision and expose players to unchecked advertising.

Recommendations and Regulatory Challenges

The researchers argue that current regulatory frameworks have had minimal success in controlling the influence of offshore gambling operators, which pose considerable risks. They advocate for stricter advertising restrictions coupled with greater investment in prevention and treatment services to mitigate gambling-related harm more effectively. Furthermore, the study challenges the argument made by some gambling operators that tighter regulations reduce the appeal of legal gambling, pushing consumers toward unregulated or illegal alternatives.