Lotteritilsynet Warns Media Against Promoting Illegal Gambling

With Eurovision and major summer sporting events around the corner, Norway’s gambling regulator is sounding the alarm.

The Norwegian Lottery Authority (Lotteritilsynet) has issued a warning to media outlets, urging them to avoid publishing content that promotes or indirectly supports illegal gambling operators.

These warnings are timely, as unlicensed brands often exploit high-profile events to gain visibility through press releases, odds coverage, and programmatic advertising—placing editorial teams at risk of unintentionally aiding illegal activity.

Media stakeholders are being asked to exercise editorial diligence and tighten ad controls to avoid violating the Norwegian Gambling Act and facing regulatory sanctions.

Norwegian Lottery Authority Urges Media to Stay Vigilant Against Illegal Gambling Promotions

3 Key Points

• Lotteritilsynet warns media to avoid publishing odds or links from unlicensed gambling operators.
• Illegal operators exploit major events like Eurovision for brand exposure via editorial and digital ads.
• Programmatic ads remain a risk area, with unlicensed ads bypassing filters on Norwegian websites.

Media Outlets Targeted by Unlicensed Gambling Brands

As Eurovision and major sporting events approach, Lotteritilsynet has alerted Norwegian newsrooms about a surge in marketing efforts by unlicensed gambling operators.

These companies often send press releases containing betting odds or event commentary to media outlets. While the material may appear newsworthy, the Authority warns that publishing this content—without disclaimers or due diligence—inadvertently boosts the visibility of illegal operators.

“This is brand building for the illegal operators,” stated Hedvig Inderhaug, lawyer at the Lottery Authority.

“Our impression is that many editorial offices are aware of this, but there may still be a need for more information.”

Editorial Oversight and Legal Responsibility

The regulator has observed repeated instances where media entities:

• Referenced unlicensed gambling sites without clarifying their legal status
• Linked to affiliates or betting partners in editorial content
• Used odds from operators that have no Norwegian license

These actions, even if unintentional, can be interpreted as advertising under Norwegian law.

Inderhaug emphasized that such behavior may violate the Gambling Act, potentially exposing publishers to regulatory consequences.

“We have also seen examples of editorial media linking to subcontractors who promote gambling offers,” she added.

“This helps make illegal gambling more accessible to the general public.”

Programmatic Advertising: A Hidden Compliance Threat

The Authority also voiced concern about programmatic advertising systems, which automate ad placements based on user data and site traffic.

Despite content filters, unlicensed gambling ads may still appear on Norwegian sites through third-party ad networks.

Recent reports suggest that some Norwegian users have encountered such ads, prompting the regulator to call for tighter controls and proactive monitoring by publishers and advertisers.

A Declining Black Market, But Risks Remain

Encouragingly, recent data from Lotteritilsynet shows that foreign illegal operators are losing market share to licensed Norwegian companies.

However, the regulator is determined to maintain this momentum by ensuring media and advertisers uphold national standards.

Transparency, editorial ethics, and compliance must remain central to how the public consumes gambling-related information—especially during widely watched events.

As Norway continues to reinforce its gambling regulatory framework, Lotteritilsynet’s warning to the media is both timely and essential.

By highlighting the risks of unintentional promotion—whether through editorial content or automated ads—the Authority is protecting consumers and reinforcing the integrity of the Norwegian market.

Media houses, digital publishers, and advertising networks must now take proactive responsibility for the content they share and monetize, ensuring compliance with the Norwegian Gambling Act.

With major events like Eurovision and summer sports tournaments set to draw millions of eyes, the spotlight is now on the media—to inform responsibly, filter content rigorously, and avoid giving illegal operators a platform.