Norwegian watchdog warns media over illegal gambling promotion
The Norwegian Lottery Authority (Lotteritilsynet) has issued a stern warning to media outlets in the country ahead of major upcoming events such as the Eurovision Song Contest and popular summer sports tournaments.
The Authority cautions that these high-profile events are often targeted by illegal gambling operators. These companies may try to gain visibility through both editorial coverage and online advertising, particularly by distributing press releases with betting odds that newsrooms may publish without noticing their unlicensed status.
“This is brand building for the illegal operators. Our impression is that many editorial offices are aware of this, but that there may still be a need for information,” said Hedvig Inderhaug, a lawyer at the Lottery Authority.
According to the regulator, previous incidents show that unlicensed gambling companies have been mentioned in editorial media without any clarification about their legal status. There have also been cases where editorial media linked to subcontractors promoting gambling offers.
“It helps make illegal gambling more accessible to the general public,” Inderhaug added.
Legal consequences under the gambling act
The that publishing advertisements for illegal gambling may be a violation of Norway’s Gambling Act. Such breaches can result in sanctions for the editorial staff involved.
“We have a good dialogue with the media houses about this. We urge them to be extra vigilant about attempts to circumvent ad filters, as well as to investigate whether the filters sufficiently detect illegal advertising,” said Inderhaug.
Programmatic advertising under scrutiny
The warning also applies to programmatic advertising, which automatically buys and places ads online. While widely used by media houses, this method can sometimes let illegal gambling advertisements pass through ad filters unnoticed.
Recent tips to the authority suggest that such advertisements have already appeared on Norwegian websites, prompting the call for increased awareness.
Shift in the gambling market
This advisory comes at a time when foreign gambling activity in Norway is declining, and licensed domestic operators are gaining a larger share of the market.
The Lottery Authority’s message is clear: with several major events on the horizon, media outlets must take extra care to ensure that illegal gambling operators do not use these opportunities to gain exposure.
