Rebranded Danish Online Gambling Association amends marketing code
Trade body rebrands as SPILLEBRANCHEN to avoid negative connotations surrounding gambling
The Danish Online Gambling Association (DOGA) has confirmed seven amendments to its marketing code of conduct for operators amid a relaunch and rebrand of its website.
One change requires member firms to ensure all gambling ads on television or radio do not follow directly after payday loan ads.
Other amendments include a requirement for all operator members to devote a proportion of TV advertising to responsible gambling messaging, as well as initiating mandatory RG training for all staff.
DOGA members are further encouraged to operate an automated process to monitor player behaviour as a means of preventing gambling addiction to adhere to the code.
In addition, DOGA partners are also required to not use terms that encourage fast gambling, including terms such as “hurry up” or “bet now”.
One guideline revealed earlier this month has seen the trade body sign up to the European Gaming & Betting Association’s pan-European code of conduct for gambling advertising, which features practices in line with DOGA standards.
The code of conduct was launched in July 2019 as part of a long standing arrangement with the Danish government to create best practice standards for all gambling ads.
The trade body, which represents operators including bet365 and GVC, agreed the proposals following a month-long consultation process.
EGR also understands that DOGA has been relaunched in Denmark under the new name of SPILLEBRANCHEN, with a new native website being set up.
Addressing the Danish rebrand, DOGA CEO Morten Ronde told EGR this was to avoid any potential negative impressions of the association through the use of the word gambling in its title.
“The betting and online casino industry has changed rapidly and the demands on our industry are getting higher and higher. Therefore, we have a number of initiatives underway to ensure that our industry is high in credibility and accountability,” Ronde said.
“Where our trade association has previously communicated most with foreign media and companies, communication with Danish politicians, press and associations has become far more important. That is why we would like to change our name to something more Danish and relatable,” he added.