Denmark’s regulator has banned the use of reactivation bonuses for lapsed players, as part of its new responsible gambling guidance.
The new guidance is similar to the previous version, published in September. However, it did include some updates about what it considered to be irresponsible marketing practices. Among these was a new portion stating that operators may not use bonuses to reactivate lapsed players.
“A player’s inactivity by the licensee may not be a selection criterion when awarding promotional offers,” it says. “Bonuses may therefore not be given on the basis of a player’s inactivity.”
The new rules also note that “attention should be heightened” if a player requests a bonus, “as this may be an indication that the player needs to play but cannot afford it”.
