Swedish trade body argues for greater public education on gambling

The Swedish Trade Association for Online Gambling (BOS) has called for the Swedish people to be better educated on gambling after a survey found the public estimated the country’s gambling addiction rate to be 23%

The survey, carried by Novus out on behalf of the BOS, aimed to find out the Swedish public’s attitude towards and knowledge of gambling-related issues in the country.

A total of 1,054 people were interviewed between 15 and 20 September 2023 via web interviews.

The results of the study found that participants believed that just under a quarter of Sweden’s population were suffering from a gambling addiction.

However, according to a Swedish Public Health Agency and Swelogs report from 2021, this figure stands at just over 4%.

The survey also found that 72% of Swedes think that the number of adverts by gambling companies has increased over the past three years, when in actual fact the volume of ads has decreased by more than 50%.

Results showed that 58% of participants thought the gambling industry was the biggest buyer of adverts advertising space in Sweden, despite it falling in second biggest behind supermarkets.

Elsewhere, more than 75% of those surveyed said they had negative feelings about celebrities appearing in gambling adds, while a third were opposed to gambling firms sponsoring sports teams.

Gustaf Hoffstedt, BOS general secretary, said: “This report shows a huge knowledge gap and it’s clear we need to work harder to spread the true picture of the gambling industry.

“It is no wonder that many demand even tighter regulation of the gambling industry when the general opinion is that almost every fourth Swede suffers from a gambling addiction, when the real figure is one in 100,” he added.