Sweden to set tougher monitoring of gambling advertising

The Swedish Government has requested Sweden’s Council for Gaming Ethics (SPER) for an independent review of current advertising and marketing practices with regards to sports betting and gambling products.

Various government ministers are concerned with the increasing coverage and visibility of gambling products in the region. SPER have been asked to monitor TV, Radio, digital and sports sponsorship practices that have publicized gambling products.

The Swedish government are said to want to curve the promotion of unregulated igaming operators targeting Swedish customers. The review will study all forms of popular gambling in Sweden, for both regulated and unregulated operators.

Swedish and international media groups operating in the region, have come under criticism from other national jurisdictions, for allowing promotion of unlicensed gambling products.

Norwegian and Finish authorities have criticised media groups for allowing coverage of unlicensed gambling operators, since Swedish media inventory is allowed to circulate and be covered in their borders. Allowing non-regulated operators to target Norwegian and Finish players.

Swedish ministers have called out for better monitoring and standards with regards to gambling advertising. SPER, may seek to punish media owners who promote unregulated gambling operators.

The new initiative will see the creation of an independent regulator of advertising across the gaming industry, similar to the UK’s Advertising Standards Authority.