The amendments to the gambling act call for “special moderation” in ads, making them more similar to alcohol advertising due to addiction risks. The proposed changes aim to regulate gambling marketing under ordinary law rather than the Freedom of Expression act, as it contains a commercial element. This would mean that gambling advertising should not be intrusive, include outreach, or encourage people to gamble.
According to the Ministry of Finance, the requirement for special moderation applies to the medium, content, design, and other marketing methods of gambling ads. The new proposals have been met with opposition from Sweden’s online operator association, BOS, who argue that advertising plays a crucial role in promoting a safe gaming market and reducing the prevalence of unlicensed gaming.
BOS has previously voiced discontent with other proposals from the Ministry of Finance, such as the Gambling Market Inquiry and an extension of the deposit cap for gaming. In contrast, regulator Spelinspektionen has supported the proposed changes in a consultation response.
