Swedish Consumer Agency calls for legal clarity on “moderate” marketing
KO says complaints about gambling ads have increased since January
The Swedish Consumer Agency (KO) has added its voice to calls for a full legal definition of what constitutes “moderate” gambling advertising, ahead of a potential increase in advertising restrictions.
Speaking exclusively to EGR, Elin Häggeborn, a legal expert working on reviews of several licensed operators for KO, said that having more detailed legal text and statements in preparatory work for such reviews “would make it easier for both the gaming industry and the supervisory authority”.
Häggeborn’s comments echo those of Swedish industry associations SPER and BOS, who earlier this week slammed the imposition of a moderate standard of gambling related advertising as being “impossible” to realise.
The Swedish government’s deadline for operators to exercise moderation in gambling marketing expires at the end of March, however Häggeborn confirmed that the number of complaints being made to KO about gambling ads had increased.
“Many complaints are about direct marketing to self-excluded players. People also complain more about the extent of the advertising, rather than the content” Häggeborn added.
Häggeborn confirmed KO is currently conducting investigations of gambling advertising by Videoslots and Skill On Net Ltd (PlayOjo).
Existing cases against 888 Sweden and Hero Gaming have been closed after both operators agreed to amend their marketing practices. However, cases against LeoVegas and Genesis Global are still ongoing.
In other news the Swedish Gambling Authority (SGA) has said that all 72 licenced gambling operators have yet to provide the regulator with completed external assessments of their systems.
Under the Swedish Gambling act, operators are required to ensure that “gaming systems, business systems, routines, drawing equipment and physical lottery” are assessed by an external accredited body before they are used in licensed gambling.
The SGA has confirmed any operators who do not return these assessments before 1 July 2019 will have their Swedish gambling licences revoked.