Swedish clampdown to bring gambling ads in line with alcohol and tobacco

Sweden’s government has kickstarted a consultation to introduce a moderation requirement for gambling ads to bring them in line with alcohol and tobacco marketing.

Qualifying its decision, the government pointed to a public health imperative to protect consumers and alleged those experiencing gambling-related harm were more likely to experience poorer mental health, economic issues and increased use of alcohol and drugs.

The moderation requirement would not come into force until 1 July 2022 to give Swedish-licensed operators time to adapt their marketing strategies to confirm to the potential new rules.

No transitional measures are to be imposed in advance of the implementation date.

“Given the serious consequences gambling can have for the individual and the difficulties of the one who has gambling problems to control their gambling, marketing of games should be similar to marketing of alcohol and be especially moderate,” the consultation stated.

“Such a requirement is considered to require a higher level of consumer protection. The requirement for special moderation should apply to all advertising, including marketing conducted at the point of sale, and all forms of gaming.

“Against this background, it is proposed to introduce a requirement that should be observed when marketing games to consumers,” it added.

Under current Swedish rules, any advertising of alcohol to consumers must not be intrusive, insistent or encourage the use of alcohol and cannot be aimed at people under the age of 25.

Furthermore, the advertising of alcohol may only display the product itself and thus not be linked to individuals, attributes or to a certain lifestyle.

Alcohol advertising on television and radio is completely banned, except for on TV transmitted from other countries, if this marketing is allowed in the country of origin.

As for other media, there is no explicit prohibition of marketing alcohol other than promoting it in accordance with the requirement for particular moderation.

“Gambling addiction is a public health problem and has serious consequences for people’s finances and health,” Swedish Minister for Social Affairs Ardalan Shekarabi said.

“We have now received a clear signal from several heavy authorities that make the assessment that a requirement for special moderation in the marketing of games should be introduced to increase consumer protection,” he added.

The “several heavy authorities” referred to by Shekarabi include the Swedish Public Health Authority and the National Board of Health and Welfare.

In August 2020, Sweden’s Equality Commission published a report which recommended tightening advertising restrictions on online gambling to bring requirements in line with the tobacco and alcohol.

Swedish trade association BOS will reject proposals for the specialised moderation in marketing requirement.

“Swedish-licensed gambling operators have since a peak in 2018-2019 halved their advertising purchases. I do not understand how low the investments in marketing must be for the government to be satisfied,” BOS CEO Gustaf Hoffstedt said.

“Gaming advertising from Swedish-licensed gambling companies fulfils an important function for a safe and secure gaming market.

“Advertising strengthens the motivation for gambling consumers to choose Swedish-licensed gambling instead of the alarmingly high proportion of unlicensed gaming,” Hoffstedt concluded.

The consultation closes on 14 October 2021.