Danish Regulators Team Up to Crack Down on Illegal Gaming Ads

A new agreement will see the Danish Consumer Ombudsman, the Gambling Advertising Board and the Danish Gambling Authority (Spillemyndigheden) work together to take more effective action against illegal gambling advertising.  

As illegal ads continue to circulate the Danish media space and target local customers, the three bodies decided that it was time to do something. As a result, they agreed to coordinate their efforts when it comes to shielding the market from illegal operators or ads that violate Denmark’s rules.

Under the agreement, the Gambling Advertising Board will forward cases to the Consumer Ombudsman or the Spillemyndigheden if operators do not comply with its orders or if it identifies regulatory violations.

At the same time, the Consumer Ombudsman and the gambling regulator will inform the Gambling Advertising Board when they detect a violation of the industry’s code of conduct that doesn’t break the specific rules they are responsible for enforcing.

For context, the Consumer Ombudsman and the Spillemyndigheden are responsible for supervising certain marketing-related areas. The former is tasked with supervising operators’ compliance with the Marketing Act and consumer protection rules, while Spillemyndigheden supervises compliance with the marketing of games as per section 36 of the Gambling Act and the rules on promotions.

The Gambling Advertising Board, meanwhile, is tasked with handling complaints about violations of the industry’s code of conduct, including marketing to vulnerable groups.

The Deal Will Benefit Consumers

By teaming up, the three bodies will increase their capacity to address illegal gambling advertising. The partnership was welcomed by Consumer Ombudsman Torben Jensen, who expressed optimism about the arrangement.

Jensen said that the collaboration will strengthen the supervision of the market. The joint effort will allow the Danish Consumer Ombudsman, the Gambling Advertising Board and the Spillemyndigheden to cover each one’s weak points.

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.

Torben Jensen

Speaking of the Spillemyndigheden, the regulator recently secured enhanced powers, aligning it with other European gambling regulators. The new powers provided the authority with improved sanction options, including the authority to issue orders and sanctions directly, allowing it to exert much tighter control over the country’s gambling market.