The former gambling monopoly operator in Denmark, Danske Spil has signed up with the national football association, the DBU to help tackle underage gambling.
The partnership will be in support of the new Sikkert Spil (Safe Play) campaign from Danske Spil, which will see the release of a new card for players from October. The card idea was first floated in November 2019. Players will be required to show their Spil-ID card prior to buying any gambling product at all betting retail locations.
Speaking about the new scheme, Niels Erik Folmann, the director of betting and gaming division, Danske Licens Spil said that they had been working hard to prevent underage gambling, but their efforts had not been successful enough:
“But despite the fact that we, together with our retailers, have put a lot of effort into this, we must unfortunately admit that we have not been able to fully prevent minors from gambling. As a consequence we are now requiring everyone to obtain a personal Spil-ID if they want to pay with us.”
The need for the extra level of age verification requirement was identified through a study from Denmark’s National Centre for Welfare Research and Analysis (VIVE). The study found that 40% of all 12-17 year olds in Denmark had attempted to gamble, and 27% of 15-17 year olds were regular gamblers. The study also suggested that much of this gambling activity was taking place on sport.
In the run up to the Spil-ID campaign, which kicks off in September, Danske Spil are set to run TV, newspaper and other advertising pushes to promote responsible gambling. From September 1, players can sign up for a Spil-ID card, and both physical and in-app options will be available.
For their part, the DBU have committed to support the campaign, through their sponsorship agreement with Danske Spil. Sikkert Spil branding will be shown on training gear of the men’s national football team for their UEFA Nations League matches against Belgium and England. The campaign is also set to be advertised in-stadium and through other channels.
Speaking about the campaign, the chief executive of the DBU, Jakob Jensen, said that it was appropriate and responsible to work to prevent young people from gambling. He added that he was pleased that the national team could help to publicise the campaign.
The news of the expanded partnership with the DBU comes after the organisation spoke out against new advertising rules that could affect its current deals with Danske Spil and Arbejdernes Landsbank. The new rules, that took effect at the start of July, say that credit cards and loans cannot be promoted alongside gambling products. After the DBU sought clarification, it was confirmed that logos for Oddset and Arbejdernes Landsbank could no longer appear next to one another in interview backdrops, or on players or coaches’ clothes.