Swedish trade associations unveil “moderate” marketing guidelines
BOS and SPER launch nine-point code of conduct for Swedish operators
Sweden’s two largest gambling trade associations, the Swedish Gambling Association (SPER) and Swedish Trade Association for Online Gambling (BOS) have unveiled an advertising code of conduct for their members.
The marketing guidelines, which cover nine points, come as a response to Sweden’s Minister of Civil Affairs Ardalan Shekarabi’s calls for curbs on so-called “aggressive” marketing practices by gambling operators.
Under the guidelines, marketing must be reliable and not misleading, must not be targeted towards individuals under the age of 18 and should not be designed to be intrusive.
The moderation of marketing has been the sticking point for many operators due to the absence of an explicit definition by the Swedish Gambling Authority (SGA).
Earlier this week, both organisations criticised the SGA and the Swedish government, claiming that moderation in marketing was “impossible” without greater clarity from the regulator. The Swedish consumer regulator also called for more clarity yesterday.
As a broad definition, the trade associations state that “marketing shall not encourage excessive gambling among consumers”.
Gustaf Hoffstedt, CEO of BOS said there was a ”common interest” for the industry in strengthening the legitimacy of the gambling market, adding that it would also benefit channelisation efforts for licensed operators.
However Hoffstedt said licensed operators would ”face a serious threat” if the Swedish government followed up on its promised of advertising curbs.
”Why should licensed operators that pay Swedish gambling tax and comply with Swedish regulation continue to do so if their strongest advantage compared to the unlicensed operators – the possibility to advertise in national media – is taken away from them?” Hoffstedt asked.
Both BOS and SPER can make decisions concerning the amendment of guidelines and can act against any perceived violation by member firms. These violations can be reported to either of the Swedish Advertising Ombudsman, the Swedish Consumer Agency and the Swedish Gambling Authority.
The full guidelines can be found here…..