Swedish gambling associations slam “impossible” advertising curbs
Government minister pledges to “act quickly” if industry fails to moderate marketing
Sweden’s two largest gambling trade associations, the Swedish Gambling Association (SPER) and Swedish Trade Association for Online Gambling (BOS), have voiced concerns about how best to develop a more moderate gambling advertising regime.
Speaking ahead of the Swedish government’s deadline for operators to curb “aggressive” advertising at the end of this week, Jenny Nilzon, CEO of SPER, accepted there was too much gambling advertising in Sweden but questioned the best solution for addressing this issue.
Nilzon said discussions were focused on changing the content of the advertisement. “The amount of advertising we think will be harder – if not impossible – for us to adjust,” she added.
Earlier this month, the Swedish Gambling Authority (SGA) said it will use case law to determine the standards by which marketing should be measured.
Gustaf Hoffstedt, secretary general of the Swedish Trade Association for Online Gambling (BOS), agreed with the SGA’s position that “case law is the only way to interpret the state’s definition of moderation”.
However, Hoffstedt said the the industry had zero case law to inform its decision-making and very little time to comply with the standards.
Despite this, Sweden’s Minister of Civil Affairs, Ardalan Shekarabi pledged to “act quickly” in imposing new advertising standards, telling Swedish news outlet Resume “there is no need to wait”.
As part of this increased scrutiny on advertising, the SGA and KO have agreed to work together to enforce a moderation-led agenda, with the latter conducting high level reviews of operator marketing practices.
However, Shekarabi believes that imposing restrictions is not about specific instances of aggressive marketing but about addressing the wider impact that gambling ads have on consumers, and that it was necessary to “send an early signal to the industry” that changes are required.
Refusing to be drawn on the specifics of any possible curbs, Shekarabi added: “I want to show them [operators] respect during the time that is left and let them handle their own processes. But then we will of course study their answers and see how the government should relate to it.”