Denmark regulator reaches cross-industry collaboration agreement to crack down on illegal marketing

Denmark’s gambling regulator, the Spillemyndigheden, has partnered with the Consumer Ombudsman (Forbrugerombudsmanden) and Gambling Advertising Board (Spil Reklamenævnet) to coordinate their efforts when taking action against gambling companies' illegal marketing of games in the country.

Gambling companies' marketing can cross jurisdictions, the Consumer Ombudsman noted. Therefore, the three authorities have entered into a cooperation agreement to avoid duplication of effort and strengthen the overall coordinated effort when it comes to the regulation of gambling companies' marketing in the nation.

The Gambling Advertising Board will forward cases to the Consumer Ombudsman or the Gambling Authority if gaming companies do not comply with the board's criticism, or if the board finds violations of the authorities' rules by a company.

Conversely, the Consumer Ombudsman and the Gambling Authority will inform complainants of the possibility to complain to the Gambling Advertising Board if a company breaks the industry's code of conduct, but not the rules handled by either the Consumer Ombudsman or the Gambling Authority.

The Consumer Ombudsman is responsible for the supervision of gambling companies' compliance with the Denmark Marketing Act, as well as other consumer protection rules. Meanwhile, the Gambling Authority supervises compliance with the rules on the marketing of games in section 36, subsection of the Gambling Act. 1, as well as the rules on sales promotion measures in relevant announcements on games.

The Gaming Advertising Board, which is a board set up by players in the gaming industry, handles complaints about gaming companies' marketing that are in breach of the industry's code of conduct. The purpose of the code is to strengthen the social responsibility of the industry's marketing towards vulnerable groups and children, as well as to limit gambling addiction.

Established operators and operator groups, including the Online Operator Association (Spillebranchen), gaming machine body Dansk Automat Brancheforening, and Danske Spil, are among the bodies committed to supporting the Spilreklamenævnet.

It has been agreed that the Consumer Ombudsman, the Gambling Authority and the Gambling Advertising Board will regularly inform each other of relevant cases, as well as hold annual meetings.

Consumer Ombudsman Torben Jensen 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.”