Norwegian Operator Takes Ownership of Exposure in Gambling Ads

Many regulated gambling regions continue to move toward tighter advertising laws. Norway’s state-owned operator, Norsk Tipping, recently vowed to join the league of responsible advertisers. 

The exemplary show of self-regulation follows a change of leadership at the beginning of 2022 and calls from the country’s media authority for responsible marketing.

Norsk Tipping announced its commitment to minimising the active marketing of high-risk games. Specifically on media platforms used most by gamblers at risk of harm. As one of only two legal gambling providers in the region, the promise brings about a significant change for the market in Norway.

 Conscious Advertising

Norsk Tipping announced its plans to avoid marketing strategies that include the promotion of games that use aggressive targeting tactics. The state-owned company believes these games encourage gambling disorders and that minimised exposure could help lower gambling addiction. TV ads and marketing material containing highly volatile games of chance will appear less frequently.

Conscious marketing is a rare occurrence without enforcement from a region’s regulatory body. Norsk Tipping appreciates its position as a gambling monopoly in the country and takes ownership of a healthier gambling industry. High-risk gambling products pose a greater threat to vulnerable members of society, and industry experts believe that these types of games increase the probability of compulsive gambling.

Director of communications at Norsk Tipping, Tonje Sagsteun, believes this is the first step toward a complete paradigm shift in marketing strategies for the company. She is part of the newly appointed CEO’s team, who took the reins earlier this year. 

 Norway’s Crackdown on Illegal Marketing 

Norway’s media authority, Medietilsynet, continues to enforce its ban on illegal gambling ads. Its rigid laws on gambling content saw a couple of Discovery TV channels excluded from the country because they aired advertisements from illegal operators. The media authority enforced sanctions on the four broadcasting firms that partnered with Discovery TV.

The four media firms, Telia, Altibox, Allente, and RiksTV, had to halt all program broadcasts from Eurosport, MAX, VOX, and FEM – all Discovery TV channels – while the broadcaster had until 15 August to comply with the country’s marketing laws. Although the authority received severe backlash from Telia and Altibox, all four distribution companies adhered to the instructions.

Lottstift, the Norwegian gambling authority, praised Medietilsynet for upholding the decision and Discovery TV soon realised there was no way past the sanctions. Discovery agreed to follow the country’s Broadcasting Act but challenge the authority’s jurisdiction on the matter.  

Medietilsynet set forth on its crusade to weed out the marketing of illegal gambling platforms, although some broadcasters have taken to the courts. Disney+ and Discovery contend the enforcement of the Broadcasting Act on international channels and argue that it contravenes EEA laws.