The Norwegian Lotteries Authority has asked the country’s licensed operators to reduce their advertising output on television despite figures showing that advertising spend had dropped 24% in the last year.
Research conducted by Nielsen Media Research and Medietilsynet (Norwegian Media Authority) revealed that gambling advertising on television in Norway has fallen by 24% in the past year from NOK 581m to NOK 444m.
This largely stemmed from the new rule introduced in Norway’s Broadcasting Act which limited the foreign gambling advertising spending aimed at Norwegian gambling consumers.
Broadcasters were forced to limit the output of such foreign advertising, which channels such as MAX, VOX, FEM and Eurosport Norge – Discovery channels – did not support initially.
Mari Velsand, Director of the Norwegian Media Authority, commented: “It is important that Discovery also follows the legislative change. The advertising from the foreign gambling companies has helped to normalize the most aggressive forms of gambling via the internet, and to maintain teams and thereby legitimize an illegal offer. It has therefore been very important to stop this advertising.”
After foreign-based gambling advertising spending had dropped, Norway’s Media Authority and NLA have called upon domestic operators to consider also reducing their television marketing expenses to keep players safe from harm.
Norwegian gambling companies accounted for 57% of the investments in gambling advertising on the country’s TV screens in the first half of 2022, which does account for the reduction in foreign spend, but the authorities are calling upon domestic operators to follow suit.
“The new legal regulation has resulted in a large drop in foreign gambling advertising. Now Norwegian players should also reduce their advertising pressure on television,” added Velsand.
Atle Hamar, Director of the Lotteries and Foundations Authority, concluded: “Now that Discovery has stopped broadcasting foreign gambling advertising, the Norwegian players must assess to what extent they will be present on television. The situation is different when the need to compete for attention with illegal gambling is gone.”
