Norwegian minister rejects blanket marketing classification for state-owned operators

Norwegian Culture and Equality Minister Lubna Jaffery has rejected the automatic classification of Norsk Tipping and Norsk Rikstoto content as gambling advertising.

In a written question submitted to Jaffery, Progress Party representative Silje Hjemdal asked whether the government would instruct the Norwegian Gaming Authority (Lotteritilsynet) to classify all media production, distribution agreements and digital content published on the state-owned operators’ own platforms as gambling marketing.

Jaffery responded that it is Lotteritilsynet that supervises gambling legislation, including gambling marketing, and while the authority can receive general instructions, it cannot be instructed in individual cases.

Jaffery stated: “The answer is no… Such questions must be based on Lotteritilsynet’s concrete and independent assessments in each case, within the framework of the Gambling Act’s definition of marketing.”

Hjemdal’s question referenced local media coverage reporting that Norsk Tipping uses production company Fabelaktiv to produce its broadcasts under an agreement worth up to NOK 200m between 2024 and 2027.

In addition, Rikstoto is reportedly seeking a new media partner through a tender valued at up to NOK 200m.

Hjemdal also pointed to a Lotteritilsynet press release, which required Norsk Rikstoto to reduce marketing costs by 5.2% based on a calculation basis of NOK 64.5m, with a deadline for summer 2024.

Meanwhile, Norsk Tipping was instructed to reduce marketing spending by 20% based on NOK 227.5m, subject to the same deadline.

According to Hjemdal, Lotteritilsynet does not currently include all media production and distribution costs in its marketing calculations.

She also argued that not all content published on the operators’ own digital platforms is taken into account, despite such content effectively promoting gambling products.

She stated that this raises questions over whether current practice accurately reflects the total level of gambling marketing and whether the regulations are being enforced as intended.