Spillebranchen

The code of conduct for socially responsible marketing of games has been prepared by SPILLEBRANCHEN in collaboration with other industry organisations for games in 2019 and expanded in 2020.

The code of conduct for the gaming industry is based on an agreement from 16 March 2019 between all players in the gaming industry. The Code of Conduct was regulated and extended by several points on 3 July 2020.

Key themes in the code of conduct

The players in the gaming industry agree that gaming advertisements are not placed in advertising blocks just before or after children’s and youth broadcasts and are not placed in the same advertising blocks as quick loan advertisements and so on.

Gambling providers’ logos or marketing messages may not be displayed on merchandise targeted or designed for children only.

All gambling providers must-have information on responsible gaming on their official websites and refer to sources with more detailed information. Corporate social media profiles should refer to the Gambling Addiction Hotline.

It will be a requirement that TV commercials for gambling in the future be accompanied by a message to play responsibly. For example, “Play with care” or “Do not let the game play you”.

Pop-up windows should periodically tell a player about their loss, gain and time spent with the gaming company. At the same time, the message must allow the player to stop his game.

To ensure that the rules are complied with, an industry board was set up to deal with complaints about the parties’ possible violations of the code of conduct.

The gambling industry’s Code of Conduct

The code of conduct for socially responsible marketing of games has been prepared by SPILLEBRANCHEN in collaboration with other industry organisations for games in 2019 and expanded in 2020.

The primary purpose of the Code of Conduct is

Key themes in the code of conduct

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