Online gambling advertising restricts on social media platforms faces opposition from Norway
In a bid to maintain strict control over online gambling and protect its citizens, the Gambling Authority of Norway has taken a firm stance against foreign and unlicensed online gambling operators. The authority has declared a zero-tolerance policy towards social media platforms promoting online gambling content and live streams.
The regulations in Norway are grounded in the country's state gambling monopoly model, which allows only two state-owned companies β Norsk Tipping (offering lotteries, sports betting, online casino) and Norsk Rikstoto (focusing on horse racing) β to legally operate and advertise in the country. Foreign gambling operators are not permitted to advertise or target Norwegian players, including on social media platforms and live streams.
Recently, Lottstift, the Norwegian gambling regulator, took "serious action" against Schpell.com, a popular content platform, for violating Norwegian legislation by showcasing influencers promoting online casino games. Monica AlisΓΈy Kjelsnes, the director of Lottstift, has emphasized the targeting of a young audience in live streams promoting unlicensed casinos. In response, Lottstift has instructed Tiergarten Marketing Ltd, the operator of Schpell.com, to halt all marketing activities within Norway.
To enforce these regulations, Lottstift has issued cease-and-desist warnings to Baris Entertainment AS and Viken Underholdning AS, reminding the broadcasting platforms of Norway's Broadcasting Act, which prohibits gambling promotion unless by one of the two available monopolies, Rikstoto or Norsk Tipping. The businesses must comply with strict gambling advertising regulations by February 20 or risk potential fines and non-compliance violation fees.
The focus of these regulations is on consumer protection, public health, and prevention of gambling addiction. The Norwegian authorities aim to centralize control over gambling activities to ensure a responsible and restricted gambling environment.
The approach taken by the Gambling Authority of Norway aligns with a global trend, as seen in Brazil's similar measure against social media influencers advertising unregulated gambling last December. Lottstift has also directed social media platforms to exercise caution with Norwegian influencer content, ensuring compliance with current advertising regulations.
Despite these measures, some influencers still skirt the law, prompting continued monitoring and inspections. The overall Nordic and European regulatory environment is increasingly scrutinizing manipulative online marketing and digital fairness, which could influence future policy. However, as of the available 2025 sources, no specific recent regulatory changes relaxing these rules were found.
In summary, the current Norwegian regulations strictly prohibit advertising of foreign or unlicensed online gambling on any platforms, including social media and live streams, reserving all rights to the state monopoly operators only. Foreign operators must not engage in any marketing activities targeting Norwegian consumers, under threat of enforcement measures including financial penalties and blocking.
- In line with the Gambling Authority's policy and legislation, social media platforms in Norway are urgently advised to refrain from promoting foreign or unlicensed casino-gambling content, including live streams, to maintain responsible gambling and protect citizens.
- The Norwegian gambling regulator, Lottstift, has taken a firm stance against influencers who breach the country's regulations, such as Schpell.com, by showcasing personalities endorsing casino-games without a proper license, appealing to a young audience.
- Larger implications of the Norwegian gambling regulations extend beyond their borders, as seen in Brazil's similar action against social media influencers advertising unregulated gambling, reaffirming the global trend of stricter gambling-trends and entertainment policies.
- The increasing scrutiny of manipulative online marketing and digital fairness on Nordic and European platforms may lead to future changes in policy and legislation, as regulators strive to prevent casino-personalities from skirting the law.
- The Norwegian gambling authorities' approach enforces strict control over casino-and-gambling activities, ensuring guideline compliance for a restricted yet entertainment-oriented gambling environment, prioritizing consumer protection, public health, and prevention of gambling addiction.
