Denmark's Online Gambling Profits Redirected

Published Tuesday, June 07, 2016 -
Denmark's Online Gambling Profits Redirected

Denmark seems to have cemented its position at or near the top of every global quality-of-life survey and the country does respect honest critical advice. The country has done a good job of introducing regulated online gambling and is keeping a close watch on progress in the internet betting industry.

Denmark continues to bring out the best in its citizen punters with Denmark’s state-owned online gambling operator being required to retire a current marketing slogan after a the consumer ombudsman Forbrugerombudsmanden found the slogan misleading. Danske Spil’s use of the marketing slogan “Til glæde og til gavn” crudely translated it means “for the joy and benefit” it was concluded it left Danish punters with the impression that the firm’s profit went to charitable causes, including local athletic team programs.

The country liberalized its online gambling market in 2012, with international online gambling operators granted licenses to offer a variety of online casino games.  Now only the profit from Danske Spil’s online lottery offering goes towards charitable venues, while its other revenue is dropped into the government’s general revenue coffers.  The revelation tweaked the concerns of some Forbrugerombudsmanden officials who decided to take a closer look at the situation. The conclusion the consumer watchdog group came to was evident that gamblers in Denmark were convinced the revenue generated by state owned Danske Spil was in fact going to charitable causes and that adjustments to the advertizing slogan was needed.

Danske Spil was asked by the Forbrugerombudsmanden officials to cease useing the slogan in connection with its sports betting and online casino operations unless it included clarifying words that the Danske Spil profits were going into the state’s general revenue fund.

The CEO at Danske Spil, Hans Christian Madsen, is said to have been “very surprised” by the ruling.  He says however that the company will comply with by the consumer group’s order.




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