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Sweden – Swedish government looks to apply same advertising restrictions as alcohol to gambling

By - 16 June 2021

The Swedish Ministry of Finance has proposed that gambling marketing should no longer be characterised by ‘moderation’ but ‘special moderation’ with amendments to advertising laws due to take effect on July 1 2022.

The amendments will class gambling in the same way as alcohol when it comes to advertising due to the risk of addiction.

Marketing for alcohol ‘must not be intrusive, include outreach or urge people to use alcohol.’

The Swedish Trade Association for Online Gambling Branschföreningen för Onlinespe (BOS) rejected the proposal.

“Swedish-licensed gambling operators have since a peak in 2018-2019 halved their advertising purchases. I do not understand how low the investments in marketing must be for the government to be satisfied,” said the association’s Gustaf Hoffstedt. “Gaming advertising from Swedish licensed gambling companies fulfills an important function for a safe and secure gaming market. Advertising strengthens the motivation for gambling consumers to choose Swedish-licensed gambling instead of the alarmingly high proportion of unlicensed gaming. Already today, every fourth gambling krona leaks out of the licensing system when it comes to online casino, and with that, the strong consumer protection also sips away.”

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