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Sweden to Consider Advertising Ban

Sweden Are Considering a Blanket Ban on Gambling Advertising

Sweden are about to crack down on advertising as they consider a ban with an upcoming investigation. The country will actually be considering a number of new controls which will bring a halt to aggressive marketing tactics from some of Sweden's licensed online casinos

Sweden to Consider Advertising Ban

A new investigation will be taking place which could now mean a complete blanket ban on advertising in Sweden. The investigation will be handled by the Gaming Market Commission (Spelm­ark­nad­sut­red­nin­gen).

Back in 2018, the commission was put together to assess the impact of regulatory expansion when it comes to Swedish horse racing and sports industries. The commission explored measures to reduce any harmful effects of gambling. 

A new investigation could see a complete blanket ban on gambling advertising in Sweden.

The Commission have now been tasked with developing extra measures that will limit the gambling advertising within the country. These will be similar to the ban that is already in place for alcohol advertising. 

What Will be Banned?

The investigation will look at things like bonuses, casino spins and jackpots and will consider where these elements should have limited advertising. It will also consider where other information regarding gambling, like the probability of winning should also be given more prominence. 

They’ll also be looking at stricter controls such as limiting gambling advertising during sporting broadcasts and when the risk is greater for players developing gambling habits. The Commission will also be evaluating the consequences of a partial or total ban on gambling advertising.

One Casino Bans Advertising

The Minister for Civil Affairs, Ardalan Shekarabi first warned operators in the country of the need to roll back their marketing back in February of this year. The move has now come amid new concerns about “excessive” advertising.

The country's gambling regulator Spelinspektionen also set out plans to crack down on this excessive advertising in March. A new industry code of conduct was also set out by operator associations Spelbranschens Riksförbund (SPER) and Branschföreningen för Onlinespel (BOS).

Shekarabi said “The measures the industry presented to me contained good parts, but were far from sufficient to deal with the situation,” 

He went on to add “Now the government is taking further action to stop the aggressive gambling advertising," he said. "It is about protecting Sweden's consumers.”

One online casino, Svenska Spel has already agreed to stop advertising for the rest of the year. The commission is expected to deliver its verdict no later than October 1, 2020.

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