Part 5: Regulatory uncertainties
perhaps, is that anyone is surprised
by the moves. In the world of
regulated markets, the reaction
and counter-reaction to the
potential for increased gambling-
related marketing activity is now a
recognised pattern. “You have to
acknowledge the public reaction,”
he says. “It is an established fact
that people say there is too much
gambling advertising, and the
politicians pick up on this and say
we have to do something.”
The fact it is now a cross-
party issue means the gambling
operators should be aware of
the potential for legislation. “The
Gambling Act itself was based on
agreement with all the political
parties,” Ronde points out. “That
is both good and bad. It gives
consistency for the regulations but
of course it means if you want to
change things, it means everyone
has to agree.”
Folmann at Danske Spil has said
that with so many players in the
market now, the marketing spend
and bonus offers that go with it
means that political attention is
“inevitable.”
“There is no doubt that
responsible gambling and control
of aggressive bonus schemes
are hot topics on the legislative
agenda,” he said.
Of course, Denmark is not the
only market where questions
with regard to online gambling
marketing are rising up the political
agenda. “There is no doubt that
Denmark is following closely
what is happening in the UK and
heading in the same direction,” says
Weinreich from LeoVegas.
However, Weinreich was quick
There is no doubt
that responsible
gambling and
control of aggressive
bonus schemes are
hot topics on the
legislative agenda
Niels Erik Folmann,
Danske Spil
to suggest that at present there
was sensible dialogue taking place
between the Danish authorities
and the DOGA. “It is an open
communication line,” he added.
“I think everyone is interested in
a responsible market [which is]
compliant with the regulators but
the frustrations appear if you can’t
have a conversation.”
The remaining black market
Where the arguments regarding
further restrictions in the regulated
space have particular resonance is
in regard to how measures to rein in
bonusing activity would impact the
attractiveness to consumers of the
black market operators.
As it stands, politicians, the
gambling authority and various
market participants have expressed
satisfaction that the regulated
market has limited the remaining
black market considerably.
The Danish Gambling Authority
has previously stated that black
market operators account for 5% of
the total market but operators have
consistently queried this figure.
Notably, the last study conducted
by DOGA in 2015 surveyed over
1,000 people about their playing
habits and found that 14% were
still paying with sites that were not
licensed by Spillemyndigheden.
The survey found that the
incidence rate was higher among
women (21% to 12% for men),
the younger age group (12%
among 18-29-year-olds versus
15% for 30-39-year-olds and 8%
for 40-49-year-olds) and among
higher spenders, that is those with
a monthly spend of over DKK500m.
Morten Ronde said the next
survey was taking place this
summer. He said ahead of knowing
Denmark: Insights and data on Europe’s pioneer model for igaming regulation
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