Part 5: Regulatory uncertainties
Part 5:
Regulatory uncertainties
As in the UK, growing
concerns over the
intensity of marketing
have raised the
issues of responsible
gambling and bonus
control up the
legislative agenda
20
The bonus debate: Heads
above the parapet
As with elsewhere, the freedom to
market gambling products doesn’t
come free of its controversies. As
with other jurisdictions – notably
the UK – the power to spend
heavily in marketing brings with it
responsibilities, particularly when it
comes to bonus offers.
In late April this year, the Danish
opposition Social Democrats put
forward plans that would limit
bonuses, a measure that received
support from the pro-government
Danish People’s Party.
The Social Democrats have
gone on record complaining about
bonuses offers on TV promoting
up to DKK10,000 in matched bets.
Political commentators in Denmark
now suggest a limit on bonuses, or
even an outright ban, could gain
enough traction to pass through
parliament, although there is
disagreement among the various
parties as to which measure to
pursue.
“I haven’t seen any concerns
about the size of the gambling
market or the size of the gambling
spend but I have seen concerns
about the marketing and the
intensity of it, including the
bonuses,” says Ronde. “That has
raised concerns with politicians and
gambling addiction researchers.”
He adds that a meeting between
the various parties will take place
in the early part of the summer to
discuss which measures to adopt.
“This is a meeting with the tax
minister and the other political
parties to discuss matters,” he adds.
Ronde points out that the
level of marketing is clearly a
concern. “It is the kind of thing
that people respond negatively
to – the intensity of it,” he says.
“It has been a growing concern. It
is a public reaction. I’m not sure
whether the marketing spend has
increased in the past few years, but
the perception around gambling
advertising is definitely more
negative than it used to be.”
The only surprising thing,
In April, the Danish
opposition Social
Democrats put forward
plans that would limit
bonuses, a measure that
received support from
the pro-government
Danish People’s Party
Denmark: Insights and data on Europe’s pioneer model for igaming regulation