Sweden works against illegal gambling

Spelinspektionen said that it will work to prioritise measures that contribute to a legal gambling market.

Sweden.- The Swedish gambling regulator Spelinspektionen has announced that it will implement new measures to fight illegal gambling. The goal is for all who conduct gaming operations in the country to have a Swedish licence.

The regulator has issued a number of relevant points that identify a legal gambling operator in the country. The company must offer deposits, withdrawals and wins in Swedish currency, information in Swedish or the conditions for participation must be in the same language. Companies must also have a Swedish customer service or FAQ in the local language and its affiliates must direct marketing to Swedish consumers.

Moreover, the regulator said that the fact that Swedish consumers are not allowed to register or create an account on a website that offers game means that they cannot be considered a provider in Sweden and the Gaming Act is not applicable.

Collaboration is crucial

Spelinspektionen said that it doesn’t have the capacity to fight illegal gambling by itself, and that gaming business, actors and authorities must cooperate. As it assumes that those who engage in illegal gambling activities over the internet have headquarters outside of Sweden, Spelinspektionen has no jurisdiction and therefore the problem poses special challenges for Swedish authorities.

“There is no simple solution, or any tool that directly excludes the illegal gaming operations from the Swedish market. However, the regulator sees that. There are several actors who can take steps to limit the opportunity and/or incentives to conduct illegal gambling activities in Sweden. The regulator will prioritise collaboration with these players,” said Spelinspektionen.

Sweden campaigns for gambling awareness

The regulator has also announced the launch of a broad nationwide campaign with the aim of raising awareness around gambling. This is the first campaign since Sweden re-regulated the gaming market in January 2019.

This campaign is also the first one since the regulator changed its name from Lottery Inspectorate to Spelinspektionen. Spelinspektionen’s campaign is spreading widely across the country for two weeks in late December and early January and will be seen outdoors, in print and in digital channels.

The campaign budget is €238k, which is relatively little compared to the gaming companies’ advertising investments. But the campaign runs during the interim days as the price is significantly lower than usual. This is the first part of a long-term effort to increase awareness of the regulator’s mission and counteract gambling problems and increase the proportion of gambling companies with Swedish licensed companies.