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Denmark enhances marketing compliance through collaboration
Denmark’s gaming regulator, Spillemyndigheden, is teaming up with the country’s consumer ombudsman and the Gambling Advertising Board (Spilreklamenævnet) to make sure that gambling operators stick to the local marketing rules.
Spilreklamenævnet, created in 2021 to address consumer complaints, will pass cases to the ombudsman, while the regulator will tackle rule violations.
The three groups will keep in regular contact to ensure rules are followed and will hold annual meetings to coordinate enforcement efforts and avoid overlapping work.
The consumer ombudsman Torben Jense said:
“Our new cooperation agreement with the Gambling Authority and the Gambling Advertising Board strengthens our supervision of gambling companies’ marketing. 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 ensures that gambling operators follow the Danish Marketing Act and consumer protection laws.
Spilreklamenævnet maintains the industry’s code of conduct to protect vulnerable groups and children from gambling advertisements.
Key industry players, including Spillebranchen (an online operator association), Dansk Automat Brancheforening (a gaming machine body), and Danske Spil, support Spilreklamenævnet’s efforts.
In March, Spillemyndigheden released a guide on gambling marketing and advertising, advising operators on proper marketing practices.
The regulator stated that any operator violating the Danish Marketing Practices Act will be reported to the ombudsman for further action.
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