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New marketing regulations imposed by Spillemyndigheden

17 Apr 2019

It seems like marketing conditions in Denmark are becoming stricter and stricter. The Danish gambling authority Spillemyndigheden issued a clear statement to all betting sites with a Danish license to be particularly cautious about the use of the word "Free" in their marketing communications to customers. They focused specifically on how the term is used since it often involves turnover requirements to be completed and is thus not clear enough to players.

What's on the Horizon for Danish Bookies?

As a result, phrases commonly used in advertisements such as "free bets" or "free of charge" will also have to be thoroughly clarified. The regulator has not actually forbidden operators from using that jargon. However, it just wants to ensure that when such offers apply, winning chances for players stay the same. They also expect that such promotions are indeed "free", so they do not include any rollover requirements for the bonus to be valid.

Spillemyndigheden referred to specific sections of the Marketing Act and the Executive Order on Unfair Marketing in Consumer Relations to prove that, on certain occasions, free spins offered by operators had fewer winning chances, thus making void the concept of free. All these new legislation changes came as no surprise, as it was only a year ago that the government was pressured to introduce stricter measures to control gambling advertising.

A new bill proposed by the Social Democrat Party intends to introduce a limit on the maximum amount a bonus can offer, setting it at DKK 1,000, bringing a 90% decrease to what various operators were offering up until now.

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