Key points:
- Norwegian Lottery Authority warns media about illegal gambling operators seeking publicity during major events like Eurovision
- Illegal operators often use press releases and odds information to gain editorial coverage and brand recognition
- Media houses face potential sanctions for displaying illegal gambling advertisements through programmatic systems that bypass filters
The Norwegian Lottery Authority (Lotteritilsynet) has issued a warning to domestic media outlets ahead of upcoming major events, such as the Eurovision song contest and major summer sports tournaments.
The regulator cautions that these occasions are often exploited by illegal gambling operators seeking to gain exposure through editorial coverage and online advertising.
In an information letter circulated to Norwegian media houses, the Authority highlighted how unlicensed operators often distribute press releases with betting odds on high-profile events.
These releases may be inadvertently published by editorial teams without acknowledging the companies' unlicensed status – thereby contributing to brand visibility and indirectly promoting illegal gambling.
Hedvig Inderhaug, a lawyer at the Lottery Authority, emphasised the importance of editorial diligence in these instances, stating: “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.
“We have also seen examples of editorial media linking to subcontractors who promote gambling offers. This helps make illegal gambling more accessible to the general public.”
Good to know: Inderhaug reminded media houses that publishing such advertising may violate Norway’s Gambling Act and could result in sanctions
The Authority also expressed concern over programmatic advertising, which automates ad placements and can unintentionally allow illegal gambling ads to slip through filters.
Several recent tips suggest that such ads have been displayed on Norwegian websites, prompting the regulator to call for heightened vigilance.
The advisory follows recent data showing a decline in foreign gambling market activity within Norway, with licensed domestic operators gaining market share.
