Danish Online Gambling Association launches code of conduct
Responsible advertising, sponsorships and marketing all included in new industry agreement
The Danish Online Gambling Association (DOGA) today launched a new industry-led code of conduct for online gambling operators in Denmark.
The agreement, which will be reviewed on a yearly basis, encompasses 21 individual rules, focusing on areas including advertising, sponsorships, marketing and responsible gambling.
It also forms a minimum standard of requirements for operators, which can go beyond these codes if appropriate.
Parties to the agreement include members of the Danish Online Gambling Association, Danske Spil and several other land-based casino operators. At present, DOGA members include Bet365, Betsson, Betfair, Bethard, Danske Spil, Kindred Group (Unibet), Spillehallen.dk, Tivoli Casino, Leovegas, Mr Green and The Stars Group.
Under the code, gambling advertising must be conducted in a socially responsible way and all advertising must not be misleading. In addition operators must not use well-known individuals to “falsely imply that taking part in gambling has contributed to their success” and ads must not be targeted at children.
The code says gambling firms should aim to include responsible gambling-led messaging within their TV advertising, with DOGA confirming to EGR it is working on a uniform message for operators.
The code which is supplementary to existing legislation, aims to “ensure an efficient and uniform regulation of the market” with the aim of both promoting fair competition between gambling providers and addresses the potential risks associated with gambling.
All operators which sign up and comply with the code, will be able to include references to this on their respective websites.
Signatories acknowledge that the volume of gambling advertising has reached a “high level” and the parties aim to instigate a “binding dialogue” with Danish TV broadcasters to achieve a significant reduction in the number of gambling ads being broadcast.
Morten Ronde, head of DOGA, confirmed to EGR that although discussions were underway, no advertising agreement had yet been finalised. In addition, the agreement states that the industry intends to establish its own complaints body to deal with non-compliance with the code.
It forms part of the Danish government’s “Agreement on new initiatives to counter gambling addiction plus adjustment of gambling agreement” first agreed in June 2018.
Under the agreement, Danish gambling firms were obliged to work with the regulator, Spillemyndigheden to develop a code of conduct for gambling marketing.
The code of conduct will come into effect from 1 July 2019.