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Sweden – Sweden considers total ban on gambling advertising

By - 25 April 2019

Sweden could be about to ban advertising by online gambling companies as it looks to follow the lead set by state-owned gambling company Svenska Spel.

The operator recently stopped all of its online casino advertising, encouraging other online operators to do the same.
Minister for Public Administration Ardalan Shekarabi informed that the Gaming Market Commission (Spelmarknadsutredningen) would present its own recommendations in October 2020 to curb gambling addiction in the country. Its considerations will include treating online gambling adverts in the same way as alcohol and tobacco. It will also look at whether limits on advertising bonuses should be introduced, whether jackpots and free-plays can be advertised and whether to stop in-play betting during sporting events.

“There is scope for the commissioner to recommend a total or partial ban on gambling advertising,” Mr. Shekarabi said. “Now the government is taking further action to stop the aggressive gambling advertising. It is about protecting Sweden’s consumers.”

He added that the government would ‘do what it takes’ to protect against ‘excessive advertising witnessed in Sweden’s newly formed gambling marketplace.’

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