Lottstift demands Betsson BLM terminate all Norwegian marketing activities

Lottstift has issued a stern warning to BLM Group, the Malta-based marketing subsidiary of Betsson AB, ordering the company to terminate all activities targeting Norwegian consumers. 

Norway’s gambling regulator has cited multiple instances of BLM Group infringing Norway’s advertising codes to promote the brands of Betsson, Betsafe, NordicBet, CasinoEuro and Norgesautomaten.

Norwegian laws prohibit any marketing of online gambling services, apart from those offered by state-owned monopolies Norsk Tipping and Norsk Rikstoto.

Lottstift states that BLM Group had purposely promoted Betsson brands via affiliate websites and international TV networks, with its promotions clearly targeting Norwegian consumers.

The regulator demanded that BLM Group immediately stop its marketing activities or face ‘coercive fines’ upon its business.

Lottstift would issue notice to the Malta Gaming Authority (MGA) of another instance of a MGA licensed operator choosing to act unlawfully within its restricted marketplace.

“Norwegian gambling laws apply to gambling from abroad when the offer is directed at Norway. Lottstift’s work with the payment service ban has also revealed that BML Group Limited is actively seeking to circumvent the Norwegian ban on arranging payment to and from foreign gambling companies.” Lottstift statement read.

Norway’s Stortinget (legislative assembly) is currently reviewing proposals by Minister of Culture, Abid Raja, to establish a ‘unified gambling law’ merging the historical mandates of the 1995 Lottery Act, 1992 Gambling Act and 1927 Totalisator Act.

A new Gambling Law proposes no change to Norway’s monopoly regime, but has instructed that Lottstift be strengthened with new powers to prosecute unlicensed operators.

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