The Norwegian Lottery Authority (Lotteritilsynet) has issued a firm warning to domestic media outlets ahead of high-profile events like the Eurovision Song Contest and key summer sporting competitions.
According to the regulator, such major events are prime targets for illegal gambling operators that aim to build visibility through editorial coverage and programmatic advertising. These tactics often intersect with content produced around live dealer games, Evolution games, and broader topics such as Casino studio online operations, increasing the risk that editorial media may inadvertently promote unlicensed operators.
In an official letter distributed to Norwegian media houses, the Lottery Authority detailed how these unlicensed operators frequently use press releases filled with odds for trending events. Editorial teams, in a rush to cover breaking news or trending gambling themes—such as updates from game developers or new offerings from a live studio—may publish these releases without checking the licensing status of the company involved. This can result in unintentional brand-building for illegal actors within the online gambling space.
Hedvig Inderhaug, legal advisor at Lotteritilsynet, reinforced the need for rigorous editorial oversight, stating: “This is brand building for the illegal operators. Our impression is that many editorial offices are aware of this, but that there may still be a need for information.
“Previously, for example, we have seen that the companies are mentioned without the reader being informed that they are illegal companies.
“We have also seen examples of editorial media linking to subcontractors who promote gambling offers. This helps make illegal gambling more accessible to the general public.”
These subcontractors may be involved in distributing gambling content that appears related to industry news—such as advancements in low cost live studio solutions or coverage on casinos for sale—but they serve as promotional tools for operators acting outside Norwegian law.
Inderhaug also reminded media professionals that publishing such content could constitute a breach of Norway’s Gambling Act and might lead to sanctions. The law is designed to protect consumers and ensure that gambling promotions remain within the confines of licensed and regulated entities.
Another critical issue raised by the regulator is the use of programmatic advertising. This automated approach to ad placements can bypass standard filters, allowing illegal gambling advertisements to slip through and appear on respected Norwegian websites. The Authority notes that several recent incidents involved such content reaching the public despite editorial oversight.
The broader context includes recent data indicating a reduction in foreign gambling operators’ activity within Norway. Licensed domestic operators are reportedly gaining market share, a trend the Authority is keen to maintain by ensuring media houses do not inadvertently aid the reach of unlicensed brands—especially during coverage of culturally significant or widely followed events.
With live studio content and Evolution games drawing increasing media attention due to their immersive and technologically advanced formats, the Lottery Authority stresses that content featuring these elements must be handled with caution. Media outlets are urged to verify the legitimacy of every source they use when reporting on gambling topics.
This advisory serves as a timely reminder: vigilance, transparency, and editorial responsibility are key to upholding Norway’s strict gambling regulations and ensuring that public trust in media and gambling oversight remains intact.
