Online Casino Advertising Likely to be Banned in Sweden

25.04.2019, 18:07

Sweden’s government revealed that it is considering a ban on advertising online casinos and gambling. According to them, this is an effort to fight possible gambling addiction.

Minister for Public Administration Ardalan Shekarabi has said that the recent measures were not enough to reduce online casino advertising and that their own recommendations would soon be put forward.

Despite the recent growth of the industry in the country, the Spelinspektionen, Sweden’s gambling regulator, had concerns about player protection. It called on the industry players to establish a code of conduct towards vulnerable users. The recent announcement comes after self-excluded gamblers were allowed on Swedish casinos.

According to the Minister, the commission has a scope “to recommend a total or partial ban on gambling advertising.” 

The regulator has called on for the online casinos to be moderate. However, exactly how moderate the ads should be was not clarified. Therefore, there is a high risk for the casinos to be fined over immoderate advertising, despite the lack of clear guidelines.

Moreover, gambling license can be revoked if the violation of advertising moderation clause is considered to be serious. As to the potential ban on advertising, it was not specified if it would concern affiliate sites and services, as internet marketing is essential for online casino development. 

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