New ad code of conduct in Denmark

New ad code of conduct in Denmark

A new code of conduct for operators in Denmark that will include fresh restrictions on online and social advertisements is set to come into force on July 1.

Published 19th March 2019

The Danish Online Gaming Association (DOGA) worked in collaboration with the country's slot machine operator association Dansk Automat Brancheforening, the country's casino operator body Dansk Kasinoforening and the Aarhus-based Royal Casino to create the new code. Lottery operators Danske Lotteri Spil, Klasselotteriet, Landbrugslotteriet and Varelotteriet were also involved in the process.

From July, operators will be required to use data tools to ensure web and social media advertising is not seen by under-18s, while materials may not show or encourage socially irresponsible gambling behaviour that can lead to financial, social or emotional harm.

Operators should also ensure their marketing materials do not inappropriately exploit weaknesses, inexperience or lack of knowledge among vulnerable people, or indicate that games can be an escape from personal, professional or educational problems such as loneliness or depression.

All operators must carry responsible gaming information on their website, as well as clearly display age restrictions on social media platforms. In addition, where possible, operators should use age restrictions to block minors from viewing their pages online.

The code also set out how pop-up windows should be used to inform players about how long they have been playing and how much money they have spent. The players will have to acknowledge they have read the message by clicking to continue playing or clicking to stop gambling.

“It is the intention of this code to strengthen consumer protection and ensure gambling does not evolve from entertainment to addiction,” the code states.

The code is set to be reviewed on an annual basis.