Denmark Issues a New Code of Conduct For Operators, Sets Out to Protect Consumers

Danish iGaming operator and other relevant governmental authorities have devised a brand new “code of conduct” that operators and licensees in this country will need to adhere to.

The one key aim of this new set of ground rules is to ensure better consumer protection and further lessen the risks that problem gambling poses.

Despite the fact that it has already been published and sent to operators for their review, the code will not come into effect before July 1st of this year.

Going Beyond What’s Necessary

As the official press release published by the Danish Online Gaming Association (DOGA) states, the code thus instated goes way beyond regulatory requirements…

…in a very sincere effort to “set limits, offer tools” and, ultimately, protect customers. On June 29, 2018, a political decree under the name of Agreement on New Actions Against Gaming Addiction and the Game Agreement Adjustment was brought to the public by the Danish government who wanted to do their part in making sure operators commit themselves to protecting customers.

The direct result of this Act is the newly presented code of conduct.

What is it Designed to Do?

The code, setting out minimum standards for the industry, intends to mobilize the entire gambling industry in Denmark…

…although it also does recognize the fact that Denmark is ahead of other European nations in of protection of players and implementation of EU standards.

It also allows operators to implement even more strict measures when and if they see fit.

Some of the consumer protection control regulations that DOGA insists on are advert restrictions on TV, meaning that certain times of the day will be set when commercial stations can show gambling ads.

More Careful Targeting

Marketing cannot be aimed at young people “via the choice of media or the context of the marketing”…

…while advertising materials themselves should not encourage socially irresponsible gambling that could cause social, emotional or financial harm.

All operators must at all display responsible gaming information on their site, clearly show the age restrictions on their social media platforms and use restrictions to block minors from viewing their pages.

It is the operator’s intention to review the code at least once per year, in order to establish whether it has yielded any results at all…

…or whether it has to be adjusted in order for Denmark to stay on track with protecting its players.

The Originators of the Code

DOGA is behind the very idea the code of conduct stands for and has drawn it up in alliance with Dansk Automat Brancheforening (slot machine operators association) and Dansk kasinoforening (casino operator body).

Royal Casino, based in the city of Aarhus, has also taken part in the drafting of this piece as did lottery operators Danska Lotteri Spil, Klasselotteriet, Landbrugslottriet and Varelotteriet.

Source:

“Denmark to boost consumer protection with new code of conduct”, igamingbusiness.com, March 18, 2019.