The Norwegian government has introduced a strategic four-year initiative aimed at addressing and mitigating problem gambling, with a specific focus on the younger population. The action plan, covering the years 2026 to 2029, was announced on Friday and includes a series of prevention campaigns, enhanced treatment services, and expanded research efforts. This initiative is significant as it underscores Norway’s commitment to tackling gambling-related issues through non-regulatory measures, prioritizing public information enhancement and treatment capacity improvements rather than altering legal gambling frameworks or age restrictions.
This plan, which positions the protection of vulnerable groups above commercial interests, identifies children and young people between the ages of 9 and 25 as the primary focus. This demographic was highlighted due to studies linking those aged 12 to 17 to gambling-like activities such as using loot boxes and skins in video games. The government also aims to address other vulnerable groups, including athletes, incarcerated individuals, people with neurodevelopmental conditions, those not in education or employment, and individuals with a history of gambling issues.
The action plan places significant emphasis on preventative measures targeting child gambling. Educational outreach in schools and sports clubs, alongside digital campaigns and guidance for adults, form the core strategies to combat youth gambling. The plan outlines specific responsibilities for various agencies, including Lotteritilsynet (the Gambling Authority), Medietilsynet (the Media Authority), and Helsedirektoratet (the Directorate of Health). These organizations, alongside the Norwegian Film Institute and various voluntary groups, will spearhead efforts to promote awareness and support for gaming culture and its associated risks.
Part of the initiative involves distributing educational materials through popular youth-centric online platforms and social media, aiming to inform 16- to 25-year-olds of the risks and legal aspects of gambling. Additionally, tools and training will be provided for parents, educators, healthcare professionals, and others to help recognize early signs of gambling harm. The expansion of low-threshold services, including enhancements to Norway’s gambling problem helpline Hjelpelinjen, features prominently in the plan, with improved access via chat services tailored to younger users.
Norway plans to integrate this initiative with broader digital youth policies, including recent guidelines on screen time and strategies addressing addiction and suicide prevention. By framing gambling harm as both a public health and consumer protection issue, the government aims to foster a more comprehensive approach to tackling these problems.
A key component of this initiative involves the prison system, where the government intends to improve national coordination by incorporating gambling harm awareness into existing public health frameworks. This involves strengthening dialogue between the Directorate of Health and regional competence centers (KORUS) to extend outreach to municipal and local services. Efforts will also focus on training prison staff and healthcare providers to identify and manage gambling problems among inmates.
Continued data collection remains a priority, with Lotteritilsynet and Medietilsynet conducting surveys on gambling and gaming participation. A new nationwide survey specifically targeting gambling and gaming issues will also be introduced. The plan emphasizes collaboration with regulated gambling operators through an annual forum to bolster responsible gaming obligations. Partnerships with banks and financial institutions will be intensified to curb financial transactions to unauthorized foreign gambling providers, with bank staff receiving training to identify signs of gambling-related harm.
This initiative comes as state-owned operator Norsk Tipping, holding a monopoly over regulated online gambling in Norway, faces increased scrutiny. Recent incidents involving system errors and player protection breaches have raised questions about the operator’s effectiveness in safeguarding consumers. These events have fueled discussions on the robustness of Norway’s monopoly model and its capacity to meet consumer protection goals.
In parallel with Norway’s efforts, Spain has recently launched its own Safe Gambling Programme, signaling a broader European commitment to ensuring gambling practices prioritize consumer safety and harm prevention. As Norway implements its action plan, ongoing reviews and adjustments will likely shape the country’s approach to responsible gambling over the coming years, with close attention paid to the effectiveness of these non-regulatory measures.
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