Marketing of gambling products is the licencees channel to the players and included in the gambling legislation are special rules for marketing in the gambling area. Therefore, it is important to the Danish Gambling Authority to have a good dialogue with the Consumer Ombudsman, who supervises business owners’ marketing in regard to the Danish Marketing Practices Act.

Since the liberalisation in 2012, the Danish Gambling Authority has learned that the marketing area demands constant attention. One of our focuses within marketing is to ensure that the licencees’ marketing of bonuses is carried out in a lucid and transparent manner.
We want to ensure that the licencees in their day-to-day operations focus on complying with the purpose of the law in regards to their marketing, which entails that gambling is provided in a fair, responsible, and transparent manner. Consequently, we required documentation of the licencees’ procedures for ensuring that the gambling legislation on marketing is complied with. 

No thank you to marketing

Since 2017, it has been possible for licencees of online gambling to avoid sending marketing material to self-excluded persons. The background to the solution were frequent cases of players who were dissatisfied with receiving marketing material from gambling operators despite having excluded themselves from gambling in ROFUS (register of self-excluded persons).