Swedish advertising debate escalates
Government launches consultation to assess whether foreign gambling operators can advertise in the country
The Swedish government is to launch a consultation to assess whether national legislation can be changed to prevent or forbid advertising by foreign gambling operators.
The government kicked-off the consultation with questions in parliament regarding the implications of Section 38 of the Swedish Lotteries Act which prohibits lotteries “of foreign origin”, with another consultation planned to assess potential sanctions.
Growth in offshore advertising recently led to a heated media exchange between Svenska Spel and the Swedish Newspaper Publishers’ Association Tidningsutgivarna (TU) concerning foreign gambling advertisements in newspapers.
In an article for financial newspaper Dagens Industry, chairwoman of the Swedish operator Anitra Steen wrote that the “party was over” for newspapers seeking to profit from the venture.
Speaking with eGaming Review, president of TU, Per HultengÃ¥rd, said he was unhappy with the most recent developments. “From the private news publishing industry, we are, of course, quite upset with this message, especially coming from what is intended to be a ‘conservative or liberal’ government,” he said.
The news comes as the Swedish Gaming Industry’s Ethical Council (SPER) welcomed two new members this week which included the appointment of Svenska Spel CEO Lennart Käll.
The membership of operators Svenska Postkodlotteriet and Idrottens Spel means every Swedish operator is now included in SPER as the council welcomed the launch of the consultation.
“SPER is worried about the protection of unregulated advertising,” Petra Forsström, SPER general secretary, said.
“We therefore think it is good that the Swedish government appoints a commission to review the design of the sanctions of the law,” she added. “We need strong action against those who violate the prohibition on promotions.”