Norwegian Media Warned of Increased Illegal Gambling Advertising Ahead of Major Events

A Preemptive Warning Before High-Profile Events

In a letter dated May 12, 2025, Lotteritilsynet reminded media houses that large international events often bring increased efforts by illegal gambling operators to gain publicity. These tactics may include press releases, odds-related content, and advertisements that attempt to bypass regulations.

Lotteritilsynet emphasized that foreign operators lack the licenses required to offer gambling services in Norway. Promoting these services – whether through direct ads, branded content, or links – is strictly prohibited under the Norwegian Gambling Act. This applies even to unpaid exposure.

What Constitutes Illegal Promotion

According to the letter, the law covers all activities that contribute to the turnover of unauthorized gambling. If the public perceives a communication as an invitation to gamble, it will likely fall under the marketing ban—even if no payment is involved.

Common violations include:

• Press releases featuring odds from illegal operators

• Promotional use of logos on clothing or public installations

• Use of influencers or brand ambassadors connected to illegal brands

• Linking to websites or affiliate content that promotes unlicensed gambling

Lotteritilsynet clarifies that editorial coverage of unlicensed gambling operators does not automatically violate the law, as freedom of expression is protected. However, such content must be handled with care to avoid unintended promotion.

Growing Concerns About Affiliate Links

Lotteritilsynet raised concerns about articles linking to third-party sources. These sources may appear to provide background information but also include affiliate links to illegal operators. While it is common to credit sources, the authority advised media outlets to avoid including direct links to these platforms.

Additionally, Lotteritilsynet recommended that media companies insert clear terms in contracts with subcontractors. These terms should require full compliance with gambling regulations.

Ongoing Issues in Programmatic Advertising

The letter also addressed persistent problems with programmatic advertising. Automated ad systems sometimes place illegal gambling ads on news sites. Lotteritilsynet has recently received several tips about such ads appearing in Norwegian media.

These instances violate the Gambling Act and could result in sanctions. As a result, Lotteritilsynet urged media companies to review and tighten their ad filters. They also advised editorial teams to remain alert to tactics aimed at bypassing these safeguards.