This study explored the responsible gambling (RG) disclosure strategies used by four Nordic state-owned gambling companies (Danske Spil, Veikkaus, Norsk Tipping, and Svenska Spel). The researchers analyzed these companies’ publicly available annual reports from 2019 to 2021. They identified four RG disclosure strategies: assertive façade, defensive façade, disclamation, and reflexivity. Overall, there were not a lot of differences between the companies in terms of the types of RG disclosure statements made. All companies adopted an assertive façade, offering details on their RG measures. The companies also adopted a defensive façade, including the use of vague language and broad statements. Disclamation disclosure strategies involved a focus on the legality of the business, actions, and revenue, presenting RG as a cost. The reflexivity strategy, which involved acknowledging responsibility for gambling harm, was rarely used.
