Social media advertisements for online gambling face resistance from Norway
Norway Cracks Down on Unlicensed Online Gambling Advertisements on Social Media
In a bid to protect consumers and maintain the state gambling monopoly, Norway has enforced strict regulations on online gambling promotion on social media platforms. This move comes after the Gambling Authority of Norway, established in 2001, took "serious action" against Schpell.com for showcasing influencers promoting online casino games, in violation of Norwegian legislation.
The advertising and promotion of online gambling platforms not licensed or authorized in Norway is prohibited, including on social media. This means that operators without Norwegian licenses cannot legally promote their gambling services online to Norwegian users. Social media gambling ads must follow strict rules, such as not targeting minors (under 18), avoiding misleading or deceptive content, and including problem gambling warnings.
Norway bans social media ads, affiliate marketing, and ranking sites that lead users to offshore gambling platforms outside Norway. This spells out a strict prohibition on these channels to direct users to gambling content that is not state-sanctioned. The Norwegian Gaming Authority (Lotteritilsynet) actively supervises and restricts unauthorized and offshore gambling operators from marketing to Norwegian audiences online.
The Norwegian state monopoly operator, Norsk Tipping, is the only fully authorized provider allowed to conduct and advertise gambling, including via digital channels. There are demands from some political parties in Norway to overhaul the licensing system, which might impact future advertising regulations, but as of mid-2025, the monopoly and strict promotion restrictions remain in place.
Lottstift, the Gambling Authority of Norway, has instructed Tiergarten Marketing Ltd, the operator of Schpell.com, to halt all marketing activities within Norway. Lottstift has also issued cease-and-desist warnings to Baris Entertainment AS and Viken Underholdning AS, allegedly linked to influencers promoting illegal gambling.
Monica Alisøy Kjelsnes, the director of Lottstift, emphasized the targeting of a young audience in live streams promoting unlicensed casinos. She called on social media platforms to exercise caution with Norwegian influencer content, ensuring compliance with current advertising regulations.
This approach aligns with a global trend, as seen in Brazil's similar measure against social media influencers advertising unregulated gambling last December. The broadcasting platforms were reminded of Norway's Broadcasting Act, prohibiting gambling promotion unless by one of the two available monopolies, Rikstoto or Norsk Tipping.
Businesses must fully comply by February 20 or risk potential fines and non-compliance violation fees. While major influencers have ceased unlawful gambling promotions, some still skirt the law, prompting continued monitoring and inspections.
- Despite the crackdown on unlicensed online gambling advertisements, some casino personalities continue to skirt the law, necessitating continued monitoring and inspections.
- The global trend of regulating gambling trends includes Norway's action against social media influencers promoting unregulated gambling, mirroring Brazil's similar measure from last December.
- In the realm of casino-culture and policy-and-legislation, Norway's strict prohibition on social media ads, affiliate marketing, and ranking sites promoting offshore gambling reflects the nation's effort to maintain its state gambling monopoly and protect consumers.
