Swedish Gambling Authority launches new Spelpaus campaign
Regulator focusing on wider community groups with new initiative until mid-January
The Swedish Gambling Authority (SGA) has unveiled a new campaign designed to increase the awareness of the national Spelpaus self-exclusion service.
A total of 13 new campaign messages have been devised as part of a greater investment in the scheme, which currently excludes 58,000 players from Swedish-licensed operator sites.
“We are making this investment because we believe that increased knowledge about the service provides better protection for Swedish consumers,” the SGA said.
In the summer, the Swedish government tasked the SGA with increasing awareness of the scheme during the Covid-19 lockdown, which culminated in a TV, online and social media campaign.
This latest iteration of Spelpaus advertising will include banner ads, but with a special focus on reaching out to women, relatives of problem gamblers and non-native Swedish gamblers.
“With this investment, we primarily want to inform that Spelpaus.se exists, but also draw the attention of players and relatives to behaviours that may be signs of gambling problems,” SGA communications director Anders Sims said.
“According to a new survey, the proportion of players online who know Spelpaus.se increased, from 54% last year to 71% this year. That’s fine, but it could be even better.
“Anyone who loses control of their gambling, or for other reasons wants to avoid gambling, should know that there is a good tool at the SGA,” he added.
Integration with the Spelpaus self-exclusion scheme is a mandatory licensing condition for all Swedish operators.
The latest campaign will run until the middle of January.