ABSTRACT The article focuses on advertising for online gambling products on social media platforms and examines advertising practices from the viewpoint of consumer fairness. It shows how online advertising is fundamentally different from traditional advertising in print media, offline media sites (such as billboards) and broadcasting. The growth of social media usage has created an opportunity for online advertising to exploit ways of advertising which are only beginning to be understood fully and receive regulatory attention, and which, therefore, may exploit current regulatory loopholes. In this article, we identify two major issues in respect of online advertising of online gambling: first the potential for unethical placing of gambling advertising targeted at vulnerable users, and secondly the opaque use of commercial advertising in user-generated content on social media platforms. Having identified these two problems of gambling advertising, we take stock of how the existing regulatory structures deal with gambling advertising online, with a view to making recommendations on how to tackle these problems. We argue that data protection law and gambling regulation have not yet satisfactorily addressed these issues and that a much more radical approach is needed, as set out in the article.

中文翻译：

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监管赌博在线广告——一旦精灵从瓶子里出来……

摘要 本文侧重于社交媒体平台上的在线赌博产品广告，并从消费者公平的角度审视广告实践。它展示了在线广告与印刷媒体、线下媒体网站（如广告牌）和广播中的传统广告有何根本不同。社交媒体使用的增长为在线广告创造了一个机会，可以利用刚刚开始被充分理解并受到监管关注的广告方式，因此可能会利用当前的监管漏洞。在本文中，我们确定了与在线赌博的在线广告有关的两个主要问题：首先，针对弱势用户的赌博广告可能会被不道德地放置，其次，在社交媒体平台上的用户生成内容中不透明地使用商业广告。确定赌博广告的这两个问题后，我们评估了现有监管结构如何处理在线赌博广告，以期就如何解决这些问题提出建议。我们认为，数据保护法和赌博监管尚未令人满意地解决这些问题，需要采取更激进的方法，如本文所述。