According to a recent study analyzing gambling trends in 2023, every tenth person in Estonia is affected by gambling addiction.
1 in 10 Estonians Experiencing Harms of Problem Gambling.The data reveals that several factors are driving the increase in gambling addiction in Estonia. The rise of online gambling platforms, offering easy and anonymous access, is seen as a key contributor. The HNK also cited the aggressive marketing tactics employed by gambling companies as a major issue.
According to the study, 76% of the general public had been exposed to gambling ads in at least one advertising channel with online and social media being the most active channels. This is a 7% increase compared to two years previous.
The prevalence of gambling ads has also led to a younger demographic being exposed to the dangers of gambling. A previous survey carried out by Kantar Emor revealed that 1 in 10 Estonians Experiencing Harms of Problem Gambling at least once a week while 5% of the same age group are at risk of becoming problem gamblers.
The latest data reveals that 6,300 people have set gambling restrictions for their activity while 3,500 have banned themselves from sports betting completely.
However, the survey also found that 47% of gamblers found that self-exclusion was unhelpful as they simply found other ways to gamble.
Following the release of the data, Silver Sternfeldt, the CEO of the Gambling Addiction Counseling Center (HNK), told ERR:
“As a society, we have not yet reached a point where we know how to gamble responsibly or demand responsible gambling operations.”
Sternfeldt also noted that Estonia ranks first among European countries with gambling problems with over one hundred thousand people in the at-risk group.
Vague Gambling Ad Regulations
Estonia has implemented restrictions on gambling advertising as specified in the country’s advertising laws. However, the law’s current form is open to interpretation. This makes it difficult for the Consumer Protection and Technical Regulatory Authority (TTJA) to enforce these regulations effectively.
Diana Lints, an advertising expert with TTJA’s information society service, highlighted findings from a study conducted last year. This study reviewed 152 advertisements and found that only two fully complied with the legal requirements. A significant issue identified was that 128 advertisements either lacked the required warning texts or had incomplete warnings, which are mandatory for gambling advertisements.
Government Response
In response to the growing problem, the Estonian government is implementing several measures aimed at reducing the prevalence of gambling addiction. These measures include:
- Enhanced Regulations: Introducing stricter controls on online gambling platforms to limit accessibility, particularly for minors. 1 in 10 Estonians Experiencing Harms of Problem Gambling Launching educational initiatives to inform the public about the risks of gambling and promote responsible gambling practices.
- Support Services: Increasing access to support services for those affected by gambling addiction, such as counseling and rehabilitation programs.
- Responsible Advertising: Encouraging gambling companies to adopt responsible advertising practices and contribute to addiction prevention and treatment efforts.
