Swedish media pledge to self-regulate on gambling advertising

The Swedish Media Publishers Association (TU) has said it will take steps to self-regulate gambling advertising as it attempts to pre-empt the government’s re-regulation inquiry.

All advertising from unlicensed, offshore operators is prohibited in Sweden, although a legal loophole makes it tough for criminal actions to be brought against firms not based in the country.

And with Sweden’s re-regulation inquiry, which was launched last month, set to consider whether additional marketing restrictions on gaming should be introduced, media stakeholders hope that taking a responsible approach now will prevent a future clampdown.

Among the 10 recommendations outlined by the TU are a ban on adverts which encourage excessive gambling, mislead in regards to the likelihood of winning, or suggest gambling is risk free.

It also stressed that any adverts which include bonus offers should be “clear, understandable and factually correct”.

The TU also said the re-regulation inquiry was a “welcome decision” and said it was important that operators “are given access to the Swedish gaming market on equal terms”.

Last month state operator Svenska Spel called for tougher enforcement of the foreign advertising ban, with the firm’s head of sponsorship saying the operator could no longer afford to compete with offshore operators for the best spots.

It is estimated that despite the ban, around 75% of the country’s total egaming marketing spend comes from offshore operators.