On July 11, 2024, a new agreement will bring together the Danish Consumer Ombudsman, the Gambling Advertising Council and the Danish Gambling Regulation Agency (Spillemyndigheden) to take more effective action against illegal gambling advertising.
As illegal advertising continues to circulate in Danish media spaces and target local customers, the three agencies decided it was time to take action. They therefore agreed to coordinate their efforts in protecting the market from illegal operators or advertising that violates Danish rules.
Under the agreement, the Gambling Advertising Commission will refer cases to the Gambling Advertising Commission if the operator fails to comply with its orders, or if it discovers regulatory breaches. Consumer Ombudsman or Spillemyndigheden.
At the same time, when the consumer ombudsman and gambling regulator identify breaches of the industry's code of conduct but do not breach the rules they are responsible for enforcing They will notify the Gambling Advertising Council when the specific rules are announced.
As background, the Consumer Ombudsman and Spillemyndigheden oversee certain areas related to marketing. The former oversees the operators' compliance with the Marketing Act and the Consumer Protection Rules, while Spillemyndigheden oversees compliance with gambling marketing under Section 36 of the Gambling Act and the Promotions Rules.
Meanwhile, the Gambling Advertising Council handles complaints about breaches of the industry's code of conduct, including marketing that targets vulnerable groups.
By working together, the three agencies will increase their ability to tackle illegal gambling advertising. Consumer ombudsman Torben Jensen welcomed the partnership and expressed optimism about the arrangement.
Jensen said that cooperation will strengthen market supervision. Working together will enable the Danish Consumer Ombudsman, Gambling Advertising Council and Spillemyndigheden to address their respective weaknesses.
Our new partnership agreement with the Gambling Authority and the Gambling Advertising Council strengthens our oversight of bookmaker marketing. The agreement involves better internal communication, ensuring coordination and preventing duplication of efforts, which benefits consumers.
Speaking of Spillemyndigheden, the regulator was recently given greater powers, in line with other European gambling regulators. The new powers provide the authority with improved sanctions options, including the power to issue direct orders and sanctions, allowing it to exercise tighter control over the country’s gambling market.
