SBC News Swedish media to self-regulate ahead of gambling regulatory overhaul

Swedish media to self-regulate ahead of gambling regulatory overhaul

swedentvFollowing reports that the Swedish government is preparing to review the national gambling regulatory framework, Sweden’s Media Associations for digital, media and publishing have pledged to self-regulate gambling advertising.

The move sees the associations, which represent Swedish media owners, pre-empt the government’s potential future policy with regards to gambling advertising.

Swedish media owners have had a fraught relationship with national gambling regulator Lotteriinspektionen, as they have ruled in favour of advertising international gambling operator services, stating that laws favouring national gambling monopoly Svenska Spel were in breach of European Union business policy and practice.

The initiative to self-regulate is being spearheaded by newspaper guild Tidningsutvivarna (TU), which is reported to have published a 10 point guideline for responsible advertising, which will be recommended to other media organisations.

Swedish media owners hope that by taking a positive self-regulated approach, the government will hear the industry needs for a progressive regulations with regards to gambling advertising standards.

Facing mounting pressure from the European Union to reform its national gambling framework, and adhere to EU business and competition policies, Sweden’s Ministry of Finance reported last month that it would undertake a full review on the matter.

Swedish government ministers and stakeholders have asked the government to to speed up the review in order to implement policy by the next general election scheduled for September 2018.

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