Operators Asked to Reduce TV Ads in Norway
The Norway Norwegian Media Authority, Medietilsynet, has clamped down on the TV advertising of gambling in Norway and asked operators in the country to reduce their adverts on TV.
The authority had earlier ordered TV Chanel Discovery Europe to stop aspiring gambling ads in Norway via its Max, Vox, FEM, and Eurosport channels. Initially, Discovery contested the ruling, which led to Medietilsynet demanding Norwegian stations to stop broadcasting from Discovery channels with an August 15 deadline.
Although two local channels contested the order, Discovery eventually agreed to oblige due to the mounting pressure from the Norwegian government.
The advertising from the foreign gambling companies has helped to normalise the most aggressive forms of gambling via the internet. It has therefore been very important to stop this advertising. The new legal regulation has resulted in a large drop in foreign gambling advertising. Now Norwegian operators should also reduce their advertising pressure on television.
According to recent data collected by the Norwegian Media Authority, the market for gambling advertising on television in Norway has declined significantly year on year. The market decreased from NOK 581m (£50.2m) to NOK 444m (£38.4m), showing the impact of the recent rules and crack down on gambling ads.
Currently, the authority only licenses four Norwegian operators to advertise on television, including Norsk Tipping, Norsk Rikstoto, Postkodelotteriet, and Pantelotteriet.
Now that Discovery has stopped broadcasting foreign gambling advertising, the Norwegian operators must assess to what extent they will be present on television.
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