Norwegian TV shows less offshore gambling advertising
The Norwegian regulator has revealed that there is less illegal advertising from offshore gambling companies on local TV.
Norway.- Lotteri-og stiftelsestilsynet (Lottstift), the gambling regulator from Norway, has revealed that there is a decrease in illegal advertising from offshore companies on Norwegian TV. The CEO of the regulatory entity says that the work they do to stop illegal marketing is working.
After a sharp increase from 2013 to 2017, gaming companies have spent their money on TV advertising, says a survey by media watchdog Medietilsynet, based on Nielsen Media Research’s advertising statistics.
From August 2018 to July 2019, the companies spent 19% less money on TV advertising when compared to the same period between 2017 and 2018.
Lottstift CEO Gunn Merete Paulsen says that the government’s focus to stop gaming companies make the Norwegian market less attractive for companies not allowed to offer and market gambling in the country. Norwegian government authorities have also been clear that the advertisement is not allowed. At the same time, some of the illegal advertising may have moved onto other platforms. The CEO says that they are monitoring that closely.
Companies with a licence to market gambling in Norway spend far less money on TV advertising than unlicensed companies. The regulated gaming companies spent US$248 million on television advertising, while the others spent around US$631 million.
Norway has strict regulations for advertising from licensed companies. Norsk Tipping, Norsk Rikstoto, Pantelotteriet and Postcode lottery have licences and can market gambling on TV.
Marketing is strictly regulated and focuses on gambling with low risk of gambling addiction. These illegal advertisements are marketing entirely different games, Paulsen says.
Lottstft figures
Total advertising spent declined by 13% between August 2018 and July 2019. In comparison, the market went down by 3% last year, measured against the period August 2016 to July 2017.
Gambling advertising by unregulated actors directed at Norwegian TV viewers was down 19% between August 2018 and July 2019 compared to the same period in the previous year. Advertising from regulated companies had an increase of 6% in the same period.
