The loss of control over gambling can lead to an individual’s destruction and harm their social and family connections. Thus, it is debatable whether the socially responsible contributions made by gambling organizers to state and local institutions can effectively mitigate the systemic damage they perpetuate.

This perspective was shared with “Vijesti” by sociologist Milena Jelic-Suntic and the Director of the Accelerator for Social Change – Zid (ADP-Zid) Igor Milošević.

Though gambling operators market themselves as supporters and partners of the community, the funds they contribute to state and local entities deliver a confusing and contradictory message.

As those interviewed by “Vijesti” caution, donations made to the public sector should be transparent. It is crucial to remember that the core business model of betting establishments fundamentally promotes addiction and damages the lives of individuals and families.

The seriousness of this issue is underscored by data from the Institute of Public Health from 2020, revealing that one in three Montenegrin students, or one in two boys, has gambled for money.

Among those who gamble, a significant majority—75 percent—engaged in betting at shops, betting on sports or animals.

Research also indicated that 35 percent of students exhibited excessive gambling behavior, while eight percent were identified as having problematic gambling habits.

Currently, the state lacks comprehensive data on gambling addiction and does not provide adequate treatment facilities for young individuals facing addiction issues.

Professionals dealing with addicts report a rising number of people seeking help and treatment in recent years, attributing the surge partly to the increased accessibility of gambling through online platforms.

This situation is further complicated by statements from the Ministry of Culture and Media, which indicate that while legal restrictions on gambling advertising exist, more stringent regulations are not aligned with international standards.

Community Support or Image Management?

Jelić-Šuntić argues that socially responsible business practices are commendable for companies.

He explains that businesses can build public trust by contributing to the community through sponsorship, donations, and investments in culture, sports, and education.

“However, when social responsibility is intertwined with business activities that foster addictive diseases like gambling, a social contradiction emerges. On one hand, bookmakers aim to demonstrate ‘care’ for the community through donations; on the other, their existence exacerbates a socially damaging phenomenon,” Jelić-Šuntić stated.

He stresses that gambling can lead to severe consequences for vulnerable populations, highlighting that loss of control over gambling can quickly result in debt.

“… as well as the breakdown of family ties and possible criminal behavior. In this context, donations from gambling entities serve more to soften negative public perceptions than to represent genuine concern for the community,” Jelić-Šuntić concluded.

Igor Milošević, Director of ADP-Zid and a civic activist, believes that donations from gambling operators present a “very sensitive issue.”

“When discussing social responsibility, donations or support should ideally be directed toward specific activities or services led by community stakeholders, following a company’s social responsibility agenda. Such initiatives are typically managed by local entities, organizations, clubs, or cultural centers,” Milošević explained.

He noted that no one can prevent companies from supporting local libraries or similar initiatives; however, he emphasized that the real challenge lies in how they are perceived within the community.

“…The perception of gambling operations as immoral complicates matters. A company without a well-defined social responsibility plan may send mixed messages with its actions, leading the public to view it as insincere,” he said.

Lack of Investment in Addiction Prevention

Milošević stressed that citizens rightly question why gambling organizers are not taking a more socially responsible stance by investing in addiction prevention initiatives.

“… Why are they advertising on youth sports jerseys, contributing to the entertainment zone, or using marketing tactics that drag individuals deeper into their problems? Why do they not implement an unconditional self-exclusion system or address the real issues facing citizens regarding gambling?”

Milošević asserts that it is the duty of institutions to regulate this sector and protect citizens, noting that some parties are primarily motivated by profit.

He criticized the state for failing to safeguard its citizens, stating that “it is primarily incapable of shielding them from the harmful consequences of gambling and its associated problems.”

“Inefficient or indifferent governance raises questions around accepting donations. Of course, this does not apply to ministries or local governments, which should refrain from accepting donations from businesses,” he added.

Milošević emphasized that public sector donations should be transparent; otherwise, they could raise suspicions of corruption or money laundering.

“Social responsibility goes beyond mere donations; it involves a proactive approach to addressing community challenges. It is not merely about how long their ventures are covered in the media. To be effective, they require a comprehensive plan, collaboration with employees, and improvements in employee conditions above legal minima. When applied to gambling organizers, this extends to safeguarding their mental health, especially for those continuously exposed to gaming devices and conversations around odds and winning systems for extended periods,” Milošević specified.

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