Denmark Founds Gambling Advertising Board

Denmark is a classic example of a European government acting as a civil service, not an overly protective disciplinarian. Online gambling has been legal in the country since 2012 making it one of the early adopters of a multi-license jurisdiction that welcomed international offshore operators.

Since its inception, the Danish Gambling Act has undergone minor tweaks and amendments to allow the region to successfully serve both the gambling demands of its people and the financial needs of the businesses that have invested in Denmark’s gambling market.

 Getting The Right Pillars In Place

Having only formulated its initial online gambling legislation in 2012, compared to Malta which did so in 2001, Sweden in 2002 and the United Kingdom who established its regulation in 2005, Denmark was able to get many aspects of its system right from the outset.

Standing on the shoulder of those who went before them has seen the country establish clear boundaries when it comes to safer gambling initiatives like self-exclusion, bet limits, protecting youth and at-risk gamblers from harm.

It is also one of the reasons that Denmark is part of a select group of gambling jurisdictions, including the likes of Belgium, the Netherlands and Japan, who have taken a firm stance against loot boxes with gambling mechanics being used to enticing money out of children playing video games.

Advertising Gets Wholistic Oversight

Despite their mature approach to online gambling and their dedication to creating a safe but fair gambling jurisdiction the one area where Denmark has been lacking is in the establishment of an advertising control body.

After more than a year in limbo, this issue has now been resolved with the Danish Gambling Authority announcing the launch of the country’s first Gambling Advertising Board.

Spillebranchen Director, Morten Rønde, said:

"I am pleased that the constitution and the formal establishment of the Gambling Advertising Board are now finally in place. In the gambling industry, we are very aware that we bear a responsibility for the players. With the Gambling Advertising Board, we have an effective "watchdog", which must help to ensure and maintain responsible and ethical marketing of gambling."

The aim of the Gambling Advertising Board is to create an even playing field for advertising controls and standards for the entire region. Rather than bring in Federal decision-makers the intention of the Board is to foster a positive and responsible industry-led “marketing culture, increased self-justice and (to create) common guidelines”.

To ensure that the Board is even-handed and ethical in its decision making it comprises a number of industry professionals and experts including a City Court Judge, Gambling Addiction Research fellows, Professors of communication and psychology, plus members of various lottery and gambling associations.