Implementation of Self-Regulation in Online Gambling Advertising: Organizational Challenges and Benefits

David López Jiménez (), Eduardo Carlos Dittmar () and Jenny Patricia Vargas Portillo ()
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David López Jiménez: EAE Business School, UNIE Universidad
Eduardo Carlos Dittmar: Universidad Rey Juan Carlos
Jenny Patricia Vargas Portillo: Universidad de Sevilla

Public Organization Review, 2025, vol. 25, issue 3, No 13, 1075-1092

Abstract: Abstract The proliferation of gambling and betting advertisements online contrasts sharply with their limited regulation. This article explores the dynamics of online gambling advertising including promotional activities and sports sponsorships by gambling operators. It examines the Spanish regulatory framework alongside relevant European Community guidelines highlighting the pivotal role of self-regulation within the industry. Unlike mandatory legal controls, self-regulation enables businesses to proactively align with ethical standards and regulatory expectations enhancing consumer trust and corporate accountability. The implementation of these self-regulatory measures illustrates how businesses can transform regulatory compliance into a competitive advantage, safeguarding consumer interests while driving sustainable growth.

Keywords: Advertising; Commercial communication; Consumer protection; Ethics; Gambling operators (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11115-025-00837-w

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