Article provided by IAGR partner, Greo Evidence Insights

This article is inspired by the upcoming IAGR and IMGL Rome conference panel discussion, ‘Cross-border advertising and promotional practices: where is it going?’.

View the full conference program.

Advertisements and promotions from gambling operators licensed in one jurisdiction but unlicensed in neighboring ones can spill across borders. For example, in Canada, sports broadcasts originating in the province of Ontario feature advertising for gambling products that are legal for people in Ontario. However, these products are not legal for people in the neighboring province of Manitoba, who also watch the same sports broadcasts.

Advertising that originates from operators licensed in another jurisdiction can be beyond the reach of gambling regulators. How can regulators manage exposure to advertisements from unlicensed gambling operators in their jurisdiction to minimize the risk of harms to citizens?

Recently published gambling research

Below is a selection of resources that may help to inform regulatory approaches to cross-jurisdiction advertising:

• Gambling availability and advertising in Canada: A call to action
• A scoping review of measures used to block offshore gambling websites
• Strengthening channeling policy: The Finnish approach to protecting the domestic online gambling market
• Evaluation of regulatory tools for enforcing online gambling rules and channeling demand towards controlled offers

Evidence-informed action

Below are examples that offer insights into some jurisdictions’ strategies on cross-border advertising.

Norway

From January 1, 2024, amendments to the Gambling Act allow Norway’s gambling regulator, the Norwegian Gaming and Foundation Authority, to require internet service providers to block gambling websites that are unlicensed in the country. The two state operators, Norsk Tipping and Norsk Rikstoto, are the only operators allowed to have an online presence in the country.

In June 2021, an amendment to Norway’s Broadcasting Act (section 4.7) granted the country’s Media Authority powers to order television distributors to prevent or make it difficult for unlicensed gambling companies to advertise in Norway. In 2022, the country’s five largest television distributors were required to remove advertising from foreign gambling companies.

• Norway’s gambling regulator Lottstift to get DNS blocking authority under new changes to Norway’s Gambling Act
• Norsk Tipping ceases sports betting TV ads

Australia

Australia’s Interactive Gambling Act prohibits offshore gambling companies from offering online services including online casinos, in-play sports betting, and sports betting services which do not hold an Australian license, to people based in Australia. These banned services cannot be advertised in Australia. However, companies are offered an exemption if an ad is an accidental or incidental accompaniment to the publication of other matter. The Australian Communications and Media Authority made its first blocking request in November 2019. Since then, 995 illegal gambling and affiliate websites have been blocked.

• More websites blocked to protect Australians against illegal online gambling
• ACMA blocks more illegal offshore gambling websites