Denmark tightens marketing compliance with cross-industry collaboration

Spilreklamenævnet, which was established in 2021 to handle consumer complaints, will forward cases to the ombudsman and the regulator will handle rule violations.

The three parties will maintain regular communication to ensure rules are being upheld and carry out annual meetings to coordinate enforcement activity to avoid duplication of work.

“Our new cooperation agreement with the Gambling Authority and the Gambling Advertising Board strengthens our supervision of gambling companies’ marketing,” consumer ombudsman Torben Jense said of the collaboration.

“The agreement involves better internal communication, ensures coordination and prevents duplication of work, which benefits consumers.”

Spilreklamenævnet’s role in the market

The consumer ombudsman is responsible for ensuring gambling operators comply with the Danish Marketing Act and consumer protection laws in the market.

Currently Spilreklamenævnet upholds the industry’s code of conduct, which is aimed at ensuring gambling advertising ensures vulnerable groups and children are protected.

Established operators and operator groups, including online operator association Spillebranchen, gaming machine body Dansk Automat Brancheforening and Danske Spil, are among the bodies committed to supporting Spilreklamenævnet.

Spillemyndigheden published a guide on gambling marketing and advertising in March, advising operators on various guidelines around how to market to players.

In the report, the regulator said any operator found to be in breach of the Danish Marketing Practices Act will be reported to the ombudsman for the case to be processed.