Danish regulator adds new transparency rules to marketing guidelines

By Robert Fletcher

Denmark’s national regulator Spillemyndigheden has updated guidelines for the marketing and promotion of certain gambling products, increasing the amount of information operators must provide about chances of winning.

Guidance surrounding the duty on operators to provide information when marketing games has been updated with a special focus on marketing land-based bets and slot machines in gaming halls and restaurants.

A new section on the chance of winning at slot machines has also been added to the guide as the regulator sought draw attention to how the licence-holder is responsible for ensuring marketing material is in accordance with applicable legislation and practice.

“This means Spillemyndigheden will consider it a violation of the law if there is marketing material available to consumers that does not fulfil the duty to provide information or other obligations,” the regulator said.

The second update related to guidance on promotions and the definition of certain offers such as extra chances to win, tournaments and rankings and lotteries.

This update, the regulator said, will also mean a change in practice for calculating the value of promotional draws. Spillemyndigheden added that the decisive factor in the future will be how many consumers the operator estimates will participate in the draw.

“The update has been made on the basis of Spillemyndigheden’s assessments in its ongoing work to supervise the marketing of games offered in Denmark,” the regulator said.

“Spillemyndigheden encourages licence-holders to continuously assess compliance with Danish legislation in connection with marketing and sales promotion measures.”

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