Danish gaming leader Danske Spil has called for a ban on affiliate partners in the country’s gambling sector as it outlined proposals for an overhaul of marketing rules.

The state-controlled gaming operator said the gaming market in Denmark is one of the most well-regulated in the world, but contended that current rules “do not adequately protect vulnerable players and minors”.

It cited figures from the country’s regulator, Spillemyndigheden, which shows a 35% increase in self-exclusions between 2017 and 2019, and said this is evidence that rules need to be tightened.

Danske Spil has made 10 specific suggestions on how rules could be changed, with most relating to marketing which it said has become “too violent and aggressive in recent years”.

It wants to see the prohibition of advertising during live sports on television, no casino commercials on TV, no TV commercials for quick loans and games in the same block and a ban on celebrities in game commercials. Game ads should not be targeted to children and young people.

Danske Spil wants a ban on game bonuses, and prohibition of VIP programs and affiliate partners. It also wants requirements for ID when purchasing bets in stores – which it will introduce in its own properties this year – and the introduction of loss limit.

“It is in everyone’s interest that we have a gaming market where gaming remains the entertainment it should be,” said Susanne Mørch Koch, the chief executive of Danske Spil.

“And although we, as a game provider, have a large number of fences to prevent and protect vulnerable players, we unfortunately find that today there are too many who fall through the protection network that has been set up.

“Therefore, we believe it is necessary to tighten the net and regulate the gaming market further. And in order for it to work, it requires the same rules for all gaming providers in Denmark.”

Denmark’s regulated gambling market reported declines in gross gaming revenue across a number of core verticals, though a strong performance from the online casino vertical allowed the market to post year-on-year growth for 2019.

Total revenue amounted to DKK6.57bn (£732.5m/€879.0m/$951.9m) up 1.8% from 2018, of which sports betting accounted for DKK2.50bn, or 38.1% of the total. However, this represented a 1.0% decline from 2018, according to the figures from Danish regulator Spillemyndigheden.

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