Denmark is about to reconsider gambling marketing rules

Harry Mason

It might come as the major topic of discussion when we talk about two major industries, such as gambling and football. Usually, there is no misconception between those two, yet when it comes to marketing some things might easily get messed up. Thus, many countries and almost every company as well as the sports team try to distinct each other strictly and make an effort to have all the marketing, promotion, and customer friendliness different, yet interconnected. 

It was announced recently that Denmark is ready to redefine some of the gambling marketing rules, as they seem to come at the crossroad with the financial marketing strategies and sports, particularly football. According to the guidelines, it is prohibited for the sports team to popularize and promote the gambling activity as well as some financial structures. 

As far as it seems, the football team NordicBet Liga, aka the Danish 1st Division, the second-tier of Danish football, which was recently compelled to drop its affiliation with NordicBet (a brand of Sweden’s Betsson AB). The Marketing Act, which was defined by Denmark’s consumer Ombudsman, which was enforced from 1st of July. According to the Act, using marketing campaigns, which promote financial institutions and simultaneously gambling operators is forbidden. This is included in the credit agreement in connection with the marketing of games and game providers. 

This fact has especially stood as a problem, as the football club jersey has sponsored match balls, boards, websites, and TV broadcasting as well. Thus, the sponsor’s name appears on each and every one of them. The football club had an issue with clarification, whether the sponsorship would jeopardize advertising deals with the loan companies while having their logos on t-shirts as well as on stadiums. 

On the other hand, the Ombudsman mentioned that it is important that the Act ensures that consumers are not exposed to gaming and loan taking. Which on the descriptive side would mean taking the loan to simply spend the money on gambling afterward. 

This week, Denmark’s Minister of Trade and Industry Simon Kollerup expressed that the legislature would group up to discuss and define a satisfactory trade-off between securing costumes and guaranteeing sports doesn’t lose everything on the way.

The complaints were made by the local Alliance Gambling Addiction, which found the fault with the logo of William Hills; online casino as well as Mr. Green online casino, both appearing on the t-shirt of Superliga footballers AaB Fodbold. 

Mr. Green’s logo shows up on the rear of the AaB T-shirt, while the front bears the logo of Spar Nord, a Danish budgetary foundation. The Alliance asserted this was an away from the Act, while the group obviously felt it in a clear way since one couldn’t see the two sides of the shirts at the same time.

Other Danish games players have cried foul over the Ombudsman’s appraisal, aware of the expected hit to their sponsorship income in the prompt fallout of the pandemic, which tore a gap in many clubs’ funds. The Arbejdernes Landsbank as of late pulled back its sponsorship of the Danish public football crew because of vulnerability over the Act. 

The Ombudsman noticed that the Act could likewise deny a financial firm from supporting transmission of a match including betting sponsors, or in any event, running financial advertisements in publicizing blocks quickly pre-or post-coordinate. Sites including betting sponsors would likewise be beyond reach for banking and gambling advertisements.