Norsk Tipping, Norway’s gambling monopoly, has been ordered to cut its advertising spend by “at least 20% in 2023”.
The order has been mandated by Lottstift, the Gambling Authority of Norway, responding to government concerns on the exposure of gambling services to minors and vulnerable audiences.
As such, the management of Norsk Tipping must present a plan to reduce advertising spend by NOK 45m (circa €5m).
Protected by Norway’s stringent gambling laws, the monopolies of Norsk Tipping (betting and lottery) and Rikstoto (racing and trotting) are the only gambling operators allowed to advertise on national media.
Furthermore, in 2022, Lottstift and media authority Medietilsynet won a long-standing dispute against Discovery Europe for promoting unlicensed gambling operators to national audiences via the international broadcaster’s channels of MAX, VOX, FEM and Eurosport.
The judgement saw Discovery modify its advertising programme promoted to Norwegian audiences via the digital TV platforms of Telia, Telenor, RiksTV and Altibox.
Summoning its demand, Lottstift stated that Norsk Tipping must adapt “to the shift in the gambling market”, in which it no longer requires such a high exposure.
Atle Hamar, General Director of Policy for Lottstift, commented: “It is a completely new reality in the Norwegian gambling market. The illegal actors are gone from the TV screens, and Norsk Tipping is almost alone in the most effective marketing channels.
“Lottstift expects the monopoly operator to be ready to make major changes in a short time, says director of the Norwegian Lottery Authority.”
Norsk Tipping was warned at the start of the year that it may face advertising restrictions due to regulatory concerns. Norway’s monopoly reacted by reducing its advertising budget from NOK 314m to NOK 227m (€32m to €23m).
Norsk Tipping must provide feedback on how they plan to adapt to the decision by 11 August. The monopoly also has the right to appeal the decision to the government.