Gambling ads in Sweden could follow the requirement in place for alcohol ads if an amendment is approved. The new rules, set to debut in July 2022, calls for something known as special moderation. The current law calls for just moderation, according to iGaming Business.
The Ministry of Finance is soliciting feedback on the amendment to the gaming act through October 14.
The amendments recommend marketing which in the case of alcohol says ads “must not be intrusive, include outreach or urge people to use alcohol.” Substitute gambling for alcohol. Special moderation also deals with the medium where ads are displayed, the content and design, and other marketing tools.
The new proposals have been rejected by Sweden’s online operator association Branschföreningen för Onlinespe.
“Swedish-licensed gambling operators have since a peak in 2018-2019 halved their advertising purchases. I do not understand how low the investments in marketing must be for the government to be satisfied,” said Association Secretary General Gustaf Hoffstedt.
The amendment does not constitute a total ban on gambling marketing, and the Ministry has acknowledged the risk extensive limitations may impose on operators, according to SBC News.
The department also pointed out that operators still have an edge over unlicensed operators who face a total ban on ads. Media channels which generate revenue from gaming advertising will also not be affected, the ministry said.
As a condition for launching Sweden’s online gambling regime in 2019, the Riksdag ensured that an independent review would be conducted evaluating Sweden’s gambling marketplace following its year-one proceedings. An independent review found that broadcast networks dealt with “aggressive advertising overexposure” by licensed operators.
As a counter to the amendment, four leading Swedish-licensed operators—Betsson, Kindred, William Hill and LeoVegas—launched a new website, Fakta om spel (Facts About Gambling), in cooperation with the Association.
The website will feature information about the gaming industry, research and reports and updated statistics on taxation and marketing.
