The Norwegian lottery organization, Norsk Tipping, has declared that it will be halting its television commercials for sports wagering until further notice. This decision comes in the wake of Norway’s primary broadcasting networks prohibiting advertisements from unauthorized operators.
The state-owned lottery enterprise, Norsk Tipping, took this step after Discovery Network recently ceased broadcasting commercials for foreign gambling firms on its Norwegian television channels. This action aligned with a request made earlier this year by the Norwegian Media Authority.
Norsk Tipping has outlined a series of additional measures aimed at reducing its marketing efforts, including decreasing spending and ceasing the practice of sending text messages promoting sports betting.
“Now that unauthorized advertising has vanished from Norwegian television screens, we are adjusting our visibility in accordance with the new circumstances, as we have consistently done,” stated Tonje Sagstuen, Norsk Tipping’s communications director.
“Norsk Tipping will not engage in excessive marketing but will market moderately, ensuring that players opt for regulated products. We have always exercised caution regarding sports betting television advertising. We have now completely ceased this practice.”
“There is sound reason to be pleased with this development, particularly as unauthorized advertising has primarily targeted online casinos and sports, the gaming categories most closely associated with gambling issues.”
The Norwegian lottery organization plans to decrease the visibility of online gambling games on its digital platforms and mobile application. This strategic move aims to steer users towards their lottery offerings, which they perceive as less hazardous.
“Maintaining the dominance of lottery games such as Lotto and Eurojackpot in the market is crucial to mitigating gambling issues,” Sagstuen stated. “Thus, it is essential that we continue to draw players to lottery products that exhibit lower risk characteristics compared to, for instance, online casinos.
“Halting illicit television advertising does not imply that unregulated entities cease marketing efforts. Digital media, social media influencers, audio podcasts, gatherings, electronic mail, text messages, and other channels are utilized daily to attract customers and market share. We must react accordingly.”
In April, the Norwegian Media Authority directed the nation’s five largest television broadcasters to eliminate advertising from foreign gambling enterprises by August 15. This directive followed an investigation conducted the previous year that uncovered “extensive and severe” breaches by Discovery Network channels FEM, MAX, VOX, and Eurosport Norway.
Telenor, Telia, Altibox, RiksTV, and Allente were all instructed to leverage their agreements with Discovery to ensure that “television broadcasts do not feature gambling marketing that is prohibited in Norway.”
Norways government has taken action to curb illicit gambling operations within its borders. Following the enactment of the Broadcasting Act of 2021, the Media Authority was granted the authority to obstruct or hinder these companies from promoting their services.
In May of 2022, the Ministry of Culture and Gender Equality introduced a new gambling regulation, which incorporates a notable new provision: “violation fees” for operators who disregard the law, including those operating without authorization. Norway only permits two entities, Norsk Tipping and Norsk Rikstoto, to provide online gambling services.