Danish advertising board slaps Mr Green over timing of TV ad campaign
Newly launched regulatory entity makes maiden ruling against William Hill International subsidiary
Denmark’s newly launched Gambling Advertising Board (GAB) has made its first ruling after ordering the removal of a Mr Green TV ad.
The short, first shown in December 2020 on Danish channel TV 2 immediately before the broadcast of an episode of Christmas-themed show Juleønsket, drew complaints due to its close proximity to the children’s entertainment show.
Under rules set out by Danish authorities in the Danish Online Gambling Association’s code of conduct, marketing of gambling may not be targeted at children in either communication design or media choice.
When asked to explain the ad, Mr Green affirmed its policy of only purchasing advertising in the 18+ or 21+ categories, as set out in agreements with its media agency and via arrangements with each individual TV station.
In this case, the online casino operator’s deal with TV 2 allowed for the running of the ad before the programme.
In response, TV 2 suggested the programme in question was not categorised as children’s TV, but instead belonged to the 21+ TV category.
TV 2 categorised the programme as a family show, citing parallels with the Danish X Factor, which is present in the same category where betting ads can be shown.
However, the TV channel has since removed all gambling advertising from its on-demand streaming of the programme following receipt of a request to do so by Mr Green.
In its summation, the advertising board said the Christmas-themed nature of the TV programme meant that it was inherently aimed at children, even though many adults would also tune in.
“We find that it is the gaming provider’s responsibility – e.g. in the form of more detailed agreements with the media in question – to ensure that gambling advertisements are not directed at children and young people under 18 years of age,” the board explained.
“We thus find that it is not sufficient to enter into an exposure agreement alone in the age category 18+ or 21+.
“As the defendant in this case has not ensured that the gaming advertisement was not aimed at children and young people under the age of 18, we find that the marketing initiative was in violation of the rules on marketing in the Gaming Act and in the Code of Conduct for the Gaming Industry,” the board concluded.
First launched last month, the GAB is tasked with assessing whether gambling advertising and marketing complies with the Gambling Industry’s Code of Conduct and the guidelines for good marketing.
The GAB has the authority to make decisions in cases where complaints are made in this regard.
If the GAB finds that the Code of Conduct and/or the guidelines for good marketing of games have been violated, it can issue a ruling on the complaint while notifying the Danish Gambling Authority, which can then take legal action.
The GAB consists of a number of Danish gambling stakeholders, including the Danish Online Gambling Association, Elite Gaming, and the Danish Casino Association.
However, under GAB rules, its chairman must be a neutral and independent attorney-at-law or a Danish judge.