Media companies in Norway have been told to be cautious of publications from illegal gambling companies.
The Norwegian Gambling Authority (Lottstift) is concerned about the development in which these entities use marketing methods that challenge the distinction between editorial content and advertising.
Therefore, especially as many major sporting events approach, as well as the popular Eurovision Song Contest, the authority warns that illegal gambling companies are likely to use these opportunities to gain recognition.
It is important to note that no foreign company is licensed to offer gambling in the country.
Hedvig Inderhaug, lawyer at the Norwegian Lottery Authority, commented: “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.
“Previously, for example, we have seen that the companies are mentioned without the reader being informed that they are illegal companies.”
Back in 2022, the High Court in Oslo granted increased powers to Norway’s media authority, Medietilsynet, and Lottstift, which enabled them to strengthen enforcement against media platforms promoting unlicensed betting sites.
This followed international media claims that gambling ads were being broadcast to Norwegian audiences through cable and OTT networks accessible in the country, circumventing domestic advertising restrictions.
Lottstift, which wrote a formal letter to Norwegian media houses and their underlying editorial departments, warned that the organisation itself will not intervene in editorial decisions, but encourages editors to be critical when writing about gambling companies.
The letter explained: “Previously, we have seen that illegal gambling companies have used press release services to market their services through stories about the odds they offer on various events related to Norway and Norwegians, or winning stories about people who have won large sums of money by playing at illegal gambling companies.
“When Norwegian media write about this without stating that the gambling offer is illegal in Norway, it can help to legitimise the gambling companies’ illegal activity aimed at Norwegians.”
Furthermore, the gambling regulator emphasised the importance of media outlets being open about who contributes to an article, whilst crediting contributors is good practice.
The letter concluded: “We urge media houses to be especially vigilant against attempts to bypass ad filters, and to assess whether these systems are sufficiently effective at detecting illegal gambling advertisements. Failure to prevent such content may result in sanctions.”