Foreign gaming companies have disappeared from the television screen, but are now pocketing the money from Internet and social media advertising with the use of celebrity ambassadors and influencer sponsorships.
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It is Secretary General Inger Lise Hansen in the Rusfield Actis Cooperation Body who believes it – and who uses this word to characterize what he thinks:
– Cynical.
The TV commercial was banned from January 1, 2021.
NENT channels have stopped from the start, while Discovery has also suspended advertising for betting companies since August 15, 2022 – pending legal proceedings against the state, because they believe the ban is a violation of the EEA Agreement.
Instead, gaming companies are now using their advertising money on other media, according to Actis.
– The Norwegian Lottery Authority must step up its efforts to detect and, through fines, take action against those who contribute to the commercialization of illegal gambling, says Secretary General Inger Lise Hansen.
– Influencers need to make sure the authorities don’t ignore this illegal marketing. The government must also ensure that they are provided with the resources and tools to enable them to achieve real results.
– But has the advertising for the game disappeared from the TV screens?
– Foreign gaming companies have little to pat on the back when they’ve now stopped TV advertising if they shift their budget to social media instead, believes Inger Lise Hansen – who isn’t at all sure influencers are aware that the advertising of foreign betting companies is illegal.
– They also need knowledge about gambling addiction and how advertising can trigger it. Perhaps it will cause some people to use their influence to address other topics, she believes.
Director Atle Hamar I The Norwegian Lottery and Foundations Authority promises to clean up:
– We will take action against influencers, sports profiles and other famous people who advertise illegal gambling when the new law goes into effect in the new year. The new law gives the Swedish Lottery Authority the ability to issue infringement charges for illegal gambling advertising. Influencers face a fine of several hundred thousand crowns for breaking the law.
– Several influencers and celebrities have deals with illegal gambling companies in Norway, such as Unibet and Maria Casino, which have been fined over NOK 1 million per day if they do not stop their illegal offer in Norway.
– Betsson and Betsafe also risk being fined if they continue to violate Norwegian law. If gaming companies use influencers or other famous people to advertise their games, it’s illegal, says Hamar.
Carl Fredrik Stenstrøm, secretary general of the Norwegian Online Games Industry Association, believes Actis CEO Inge Lise Hansen is not right:
– It’s great that Hansen deals with gambling addiction and greater knowledge of the gambling market. That said, both the ball and the goal are missing here. The most aggressive advertising on the market today is funded by the state, Stenstrøm believes.
– Now that the foreigners have stopped the TV commercials, Hansen should sweep the Norwegian door. The state actors used by Norsk Tipping and Norsk Rikstoto 124 million in advertising this spring alone. With the blessing of the Minister of Culture, they were not only able to advertise on TV, but also cover Norwegian newspapers, occupy prime time on the state channel and are visible on national team uniforms, in dozens of stadiums, in front of children and young people. in short, wherever they turn. And of course on social media, continues the secretary general.
Stenstrøm points out that Norway has one of the largest percentages of gambling addicts in Europe, at the same time that many countries have abandoned the monopoly model.
– Considering the power that the state betting monopoly has, they do little with their accountability to gambling addicts. Not more than this year they said no to contributing to international research specifically on gambling addictionso Hansen’s criticism should go directly to Anette Trettebergstuen and the ATM controlled by the Norwegian Lottery Authority, Stenstrøm concludes.
Inger-Lise Hansen admits that Stenstrøm may be right:
– Norsk Tipping and Rikstoto aren’t perfect, but they stay away from interactive online advertising, don’t offer free betting money to start or call and lure you with big bonuses if you haven’t played in a while. Gambling addiction figures cannot be compared even across national borders due to different registration methods, which Stenstrøm is well aware of, says the Actis head.
