In a memo from June 14, the Ministry of Finance has proposed that gambling marketing should no longer be characterised by “moderation” but “special moderation”. The amendment is proposed to take effect on July 1.
The Swedish Trade Association for Online Gambling (BOS) rejects the proposal.
BOS secretary-general Gustaf Hoffstedt said: “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.
“Gaming advertising from Swedish licensed gambling companies fulfills an important function for a safe and secure gaming market. Advertising strengthens the motivation for gambling consumers to choose Swedish-licensed gambling instead of the alarmingly high proportion of unlicensed gaming. Already today, every fourth gambling krona leaks out of the licensing system when it comes to online casino, and with that, the strong consumer protection also sips away.”