Denmark Enforces Stricter Marketing Standards with Industry Alliance

Spilreklamenævnet, established in 2021 to manage consumer complaints, will now forward cases to the ombudsman. The regulator will handle violations of the rules. The three entities involved will maintain regular communication, including annual meetings to coordinate enforcement and prevent duplication of work.

Consumer ombudsman Torben Jense emphasized the benefits of this collaboration, stating, “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.”

Role of Spilreklamenævnet in the Market

The consumer ombudsman ensures that gambling operators adhere to the Danish Marketing Act and consumer protection laws. Spilreklamenævnet upholds the industry’s code of conduct, focusing on protecting vulnerable groups and children from gambling advertising.

The goal of Spilreklamenaevnet is supported by well-known operators and organizations, such as the gaming machine authority Dansk Automat Brancheforening, the online operator association Spillebranchen, and Danske Spil.

The Danish Gambling Authority, Spillemyndigheden, released a guide on gambling marketing and advertising in March, offering operators advice on how to market sensibly. The report made clear that the ombudsman would be notified of any operator who violated the Danish Marketing Practices Act for additional action.

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Because of this improved cooperation, gambling advertising in Denmark will be subject to stricter regulations, protecting consumer interests and upholding fair market practices. The ombudsman, the Gambling Authority, and Spilreklamenævnet will work together to establish a more transparent and safe gaming environment through enhanced communication.

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