Media Alert Ahead of Major Events
The Norwegian Lottery Authority (Lotteritilsynet) is urging domestic media outlets to stay vigilant ahead of major events like the Eurovision Song Contest and this summer’s sports tournaments.
Tactics Used by Illegal Operators
According to the regulator, illegal gambling operators often exploit such high-profile events to boost their visibility through editorial coverage and online advertising. These companies typically distribute press releases that include betting odds on trending events. When media outlets publish these releases without context, they unintentionally promote unlicensed operators and enhance their brand recognition.
Official Communication to Newsrooms
To address this issue, the Authority recently sent an information letter to newsrooms across Norway. In it, officials warned that publishing unlicensed gambling content—even unintentionally—can contribute to illegal brand-building efforts.
Call for Editorial Diligence
Hedvig Inderhaug, a lawyer with the Lottery Authority, underscored the importance of responsible reporting.
“This is brand building for the illegal operators,” she explained. “While many editors already understand the risk, we still see a need for increased awareness. For example, some articles have mentioned illegal companies without clarifying their unlicensed status. In other cases, media outlets have linked to affiliates who actively promote illegal gambling. These actions make unlicensed gambling more accessible to the public.”
Legal Consequences for Non-Compliance
Inderhaug reminded media organisations that promoting or facilitating illegal gambling could violate Norway’s Gambling Act, potentially leading to legal consequences.
Rising Concern Over Programmatic Ads
In addition to editorial content, the Authority also raised alarms over programmatic advertising. These automated systems, despite using filters, can still allow illegal gambling ads to appear on Norwegian websites. Recently, several tips from the public confirmed that such ads had slipped through, prompting renewed calls for stricter ad oversight.
Positive Shift in Market Trends
On a more positive note, the Lottery Authority reported a decrease in foreign gambling activity and an increase in the market share of licensed Norwegian operators. By encouraging media to act responsibly, the regulator hopes to build on this momentum and continue pushing illegal operators out of the domestic market.
