Danske Spil ordered to stop implying that online betting profits go to charity

Denmark’s state-owned online gambling operator has been forced to retire a popular marketing slogan after a consumer group found it misleading.

Denmark’s consumer ombudsman Forbrugerombudsmanden recently wrapped up its investigation of whether Danske Spil’s marketing tagline “Til glæde og til gavn” – which roughly equates to “for the joy and benefit” – left Danish punters with the impression that the company’s profits went toward charitable causes, including local athletics programs.

Danske Spil had a stranglehold on the country’s gaming operations since the late 1940’s and the profits raised by its lottery products were funnelled to charitable causes, hence the slogan, which made its first appearance 10 years ago.

However, the country liberalized its online gambling market in 2012, allowing international operators to apply for licenses. Now only Danske Spil’s lottery profits go toward charitable causes, while its other revenue is folded into the state’s general revenue stream.