Sweden Propose Strict Gambling Advertisement Restrictions
Sweden’s gambling authority will make drastic changes to the legality of gambling advertisement in an effort to reduce problem betting in younger citizens. The government’s view is that betting advertising has led to numerous instances of mass gambling problems and addiction, and strict new measures will reduce the psychological potency of gambling marketing. Legal changes are set to come into effect by August 2022.
The Swedish gambling authority are set to propose strict changes to gambling advertising by July 2022. Restrictions on betting ads will act similarly to rules on alcohol advertisements. ©12019/Pixabay
In collaboration with the Ministry of Finance, Sweden’s gambling authority has drafted many significant changes in a new bill already approved by parliament. The special intervention will legally class betting advertising in the same category as alcohol ads, as the government aim to maintain low addiction levels across the country.
New research from Svenska Spel has revealed a decline in problem gambling among Sweden’s citizens, and now the marketing regulators are looking to stamp out the problem completely and raise ethical awareness. Several European countries such as the Netherlands and Switzerland have reported concerns over an increase in underage gambling, with numbers steadily increasing over the last decade due to the rise of online betting.
Further consultation will take place, with responses expected by mid-October. While the Swedish Riksdag has approved the bill, additional debate and clarification will occur over the coming weeks and months. Several Stockholm based MPs have backed the deal in an effort to promote gambling awareness and implement effective legal change to counter a growing problem across Europe.
Public opinion has also swayed towards further regulation for gambling advertising, often making their voices heard through enquiries and internet forums/groups. The advertising culture has changed significantly since the commonality of cigarette advertising in the 70s and 80s; consumers are savvier to today’s issues due to quick information access from all sources. Users are aware of the psychological impact predatory sports advertising can have on the vulnerable.
Sweden’s Gambling Inquiry Will Take Place in 3 Months
A preliminary inquiry revealed several concerns for the gambling authority to address, the removal of ‘freedom of expression’ for intrusive advertising is now the primary objective for Sweden’s parliament to address in the coming inquest. The bill will help advise betting companies on their marketing content and make sure that forbidden methods and inserts remain illegal for daytime viewing.
Even the finer details, such as the colors and typography used and the announcer’s voice, can all have psychological effects on vulnerable consumers. Despite the general acceptance of the legal changes, Sweden’s online bookmaker association (BOS) have spoken against the new bill and called it unnecessarily restrictive. It could significantly affect the overall impact of the advertising, potentially reducing consumption rates because of restrictions.
Their argument continued, justifying the use of advertising as it benefits the industry as a whole. They also claimed that that the current advertising standards are suitable to provide safe and non-predatory marketing outlets. BOS have had problems with the Ministry of Finance in the past; a major dispute broke out over the implementation of deposit caps on Swedish land-based and online casinos.
There is still time for the proposed changes to be scrapped, and responses from parliament are expected by October 14th. While BOS remains stern opposition, public opinions sway in favor of restricting gambling advertising to reduce the risk of Psychological exploitation. Further consultation will take place, and a definitive decision is expected in the coming months.
Unlicensed Casinos Prevented From Reopening
While Swedish casinos have faced extended closures due to the pandemic, those without a valid gambling license will be prevented from opening once the COVID restrictions are lifted. The Swedish gambling authority has granted a reduced number of licenses every year for the last decade to reduce the risk of back-alley establishments becoming commonplace.
Stockholm and Gothenburg have both had numerous issues dealing with unlicensed casinos refusing to close during the pandemic. Because of several cases of unlawful activity, the local constituency will also restrict the number of customers that can enter a casino or gambling hall at any given time. The Swedish government aims to track the development of betting companies better and make sure regulations are followed in detail.
