Sweden's Culture Committee Opposed To 'Adjusted Moderation' Of Gambling Ads

November 21, 2022
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​​​​​​​Sweden’s culture committee wants legislators to reject proposals relating to the “adjusted moderation” of gambling advertising in a government bill introduced earlier this year designed to enhance controls on the industry.

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Sweden’s culture committee wants legislators to reject proposals relating to the “adjusted moderation” of gambling advertising in a government bill introduced earlier this year designed to enhance controls on the industry.

The committee’s publication acknowledges “there is reason to be concerned” with the current state of gambling advertising.

Additionally, the committee supports a proposal to have an overall assessment to determine whether the current gambling advertising environment is “moderate” or not.

“In the assessment, particular consideration must be given to how big a risk the game in question poses for the development of gambling problems and to what extent the marketing risks reaching people under 18 years of age,” the committee said.

However, the committee fears severe marketing restrictions could have an impact on licensed operators and tax revenues, as well as the ability of non-profit lotteries to raise funds for NGOs and charities.

Aside from this key advertising concern, the committee's report on the proposals published on November 18 indicates that it broadly supports the draft legislation.

The government bill's key proposals include a licence requirement for providing gambling software, a ban on promoting illegal gaming and an extended ban on advertising for unlicensed gaming.

The publication also calls for the country’s parliament to reject a proposal to end an agreement with Finland that allows for slot machines on passenger ships between the two countries.

Gustaf Hoffstedt, the CEO of Swedish online trade group BOS, told VIXIO GamblingCompliance he believes “all in all, the committee made wise decisions this time”.

BOS supports the decision to scrap the proposal on requirements for so-called adjusted moderation in the marketing of games.

“The proposal was difficult to understand, not even the now-departed government itself was able to describe what it was about in an understandable way. That type of unclear legislation usually leads to unnecessary disputes between companies and authorities, which not infrequently lead to endless court proceedings,” Hoffstedt said.

Elections in Sweden earlier this year saw the left-wing coalition ousted by a combination of centre and far-right parties.

BOS also welcomes the decision to recommend to the Riksdag that Sweden introduce B2B permits from July 1, 2023.

“It was well known that the committee would make that decision because all parties in the Riksdag claim to support B2B permits, with the aim of doing something about the deficient channelling in Sweden,” Hoffstedt said.

Maria Wennerberg Sedigh, CEO of the Swedish Gambling Association (SPER), similarly welcomed the committee’s publication.

“It is gratifying that the Riksdag is now making decisions which mean that consumer protection is strengthened and that unlicensed gambling can be countered,” she said.

The trade group head also praised the government’s announcement that another bill will be published on “measures to ensure a healthy and safe gaming market” in December 2022.

Wennerberg Sedigh said she hopes the bill will contain “more proposals that prevent illegal players from operating in the Swedish gambling market and measures to counter match-fixing”.

Swedish politicians are scheduled to debate the proposals and come to a decision on the bill on November 23.

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