marketing

New Danish Regulations Tackle Gambling Marketing and High-Risk Jurisdictions

Denmark-tightens-marketing-compliance-with-cross-industry-collaboration-Updates-the-FATFs-list-of-high-risk-jurisdictions-Updates-certification-programme-for-betting-and-online-casino Denmark’s gambling regulatory framework has undergone significant updates to enhance oversight and maintain the integrity of the gambling industry. The Danish Gambling Authority (DGA) has introduced new measures to combat illegal marketing practices, overhauled the certification program for betting and online casinos, and tightened regulations concerning high-risk jurisdictions. These initiatives reflect Denmark’s commitment to promoting responsible gambling and preventing financial crimes.

Stricter Controls on Gambling Marketing

The DGA, in collaboration with the Consumer Ombudsman and the Gambling Advertising Board, has forged a new agreement to intensify efforts against the illegal marketing of gambling services. This agreement aims to streamline actions taken against non-compliance by consolidating resources and information sharing among the three bodies. It establishes clear protocols for forwarding cases and addressing violations, particularly those that mislead or exploit vulnerable groups.

Under the new framework, the Gambling Advertising Board will escalate serious non-compliance issues to the Consumer Ombudsman or the DGA. Conversely, the ombudsman and the DGA will direct complaints regarding breaches of the industry’s code of conduct to the Advertising Board. This ensures a coordinated approach to uphold marketing standards, safeguarding consumers and reinforcing social responsibility within the industry.

Revamped Certification Program for Betting and Online Casino

Effective January 1, 2025, Denmark will implement a new certification program for betting and online casinos, with mandatory adoption by July of the same year. The updated program introduces significant changes to license holders’ and game suppliers’ requirements and responsibilities, such as the handling of game and RNG certifications. It also simplifies the reporting and testing processes, reducing the previous two-month deadline for submitting standard reports to one month.

This update is part of the preparation for the DGA’s introduction of a games register that will manage RNG and game certificates more efficiently. The new standards aim to enhance clarity and compliance in the rapidly evolving gambling landscape.

Enhanced Monitoring of High-Risk Jurisdictions

In line with updates from the Financial Action Task Force (FATF), the DGA has also revised its approach to monitoring high-risk jurisdictions. This includes detailed guidance on enhanced due diligence procedures required for players from countries listed on FATF’s Grey and Black Lists, denoting varying risk levels and recommended actions. This measure is crucial for preventing money laundering and terrorist financing through gambling activities.

Gambling operators are mandated to incorporate these lists into their risk assessments and apply stringent customer due diligence for players from these jurisdictions. This not only complies with international financial security standards but also strengthens the integrity of Denmark’s gambling sector.

Source:

Update to the FATF’s list of high-risk jurisdictions, spillemyndigheden.dk, July 8, 2024.

Consultation on updated certification programme for betting and online casino, spillemyndigheden.dk, July 15, 2024.

Ny aftale skal styrke indsatsen mod spilvirksomheders markedsføring, forbrugerombudsmanden.dk, July 11, 2024.

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Betsson Group Presents Newest Global Marketing Concept; Excitement Of Betting More Valuable Than Big Wins

Betsson Group, in addition to commemorating 60 years in 2023, is now debuting its latest international marketing concept named “A bet makes the difference.” Additionally, this concept is all about strengthening the previous message that wagering is more about increasing enthusiasm rather than huge wins. However, the latest commercials, first and foremost produced in-house, are Betsson’s most aspiring production to date and will originally appear in more than 10 countries in Latin American and Europe.

Establishment of an internal global creative center

Betsson, the flagship brand of the Betsson Group, has not so long ago experienced a notable growth, especially in Latin America, where it also not so long ago officially became the “main sponsor” of the iconic Argentine football club, Boca Juniors. In this regard, speaking about the mentioned marketing concept, CEO of Betsson Group, Jesper Svensson, commented: “As we expand our presence across various markets, we have established an in-house international creative hub. I am really excited to unveil our most ambitious commercial yet, solidifying Betsson as the most exciting brand in the industry.”

Moreover, the essence of this concept emphasizes that “the inherent excitement of betting is more important than fixating solely on winnings.” On that note, Global Brand Director of Betsson, Kay Höök, said: “While we can’t control the excitement of a match or guarantee wins, we can assure our customers that placing a bet, small or big, will amplify the excitement. While many other betting companies focus on big, quick wins, our emphasis lies in cherishing the excitement itself and the heightened entertainment that a bet provides.”

Commercials description

To highlight the mentioned message, the commercials show how an apparently ordinary and silly match turns into an outstanding and highly exciting experience when one person in the audience decides to place a bet. The plot of the commercials, directed by award-winning director Rodrigo Saavedra (Immigrant), take place in a “dramatically charged setting,” while production of the film is almost identical to the renowned international lifestyle brand. However, even if it is a casino, the commercials tend to emphasize the enthusiasm of betting as a form of entertainment, rather than “the more typical focus on winning moments.”

On that note, Höök further adds: “Our goal is to enhance the entertainment value and intensify the excitement for our customers. While potential winnings remain a possibility, we don’t want the prospect of winning to define our communication. Our message is that when you gamble responsibly, you will enjoy the excitement even if you don’t win.”

Additionally, for the group, this unique international marketing concept represents an important step towards modifying the industry scene and reformulating the core of entertainment via responsible engagement.

Source: “Betsson Launches New Global Marketing Concept”. European Gaming. August 21, 2023

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