Swedish Gambling Authority launches month-long Spelpaus marketing drive
Regulator targets increased awareness of self-exclusion scheme as new data reveals downturn in operator traditional media spend
The Swedish Gambling Authority (SGA) has launched a four-week marketing campaign of the Spelpaus national self-exclusion scheme after research found just 50% of Swedish players knew it existed.
The new campaign will include ads on TV, online and on social media and will feature seven distinct messages to highlight self-exclusion tools.
At present, 52,000 Swedish players have voluntarily self-excluded from all Swedish-licensed gambling sites via Spelpaus. All licensed operators are required to provide access to the scheme.
SGA communications manager Anders Sims highlighted the urgent need to increase awareness among players, claiming 50% awareness was “not good enough”.
“With this investment, we mainly want to inform that Spelpaus.se exists, but also pay attention to people on different behaviours that can be a sign of gambling problems, for example that you are playing in secret,” said Sims.
Banner advertising targets greater awareness among players Source SGA
Elsewhere, the SGA has revealed that spend on traditional advertising by gambling operators dropped by 22% year-on-year during 2019, according to the latest data.
The data, collected by Swedish research specialist firm Kantar Sifo, shows that spend on traditional advertising methods, including TV, radio and print, has decreased to levels similar to those before the Swedish market was re-regulated.