Sweden sets new marketing code

Gambling trade associations in Sweden have set a new marketing code of conduct to address excessive advertising.

Sweden.- Gambling advertising has become a concern all across the world – wherever the segment is illegal – as it continues to grow. That’s why Sweden gambling trade associations have set a code to tackle the issue.

Spelbranschens Riksförbund (SPER) and Branschföreningen för Onlinespel (BOS) launched a new code of conduct for members to address excessive advertising in the newly-regulated online market. It sets new self-regulatory controls from April 1, in order to tackle the aggressive nature of advertising in the first months of legal iGaming in the country.

The code regulates specifically nine key topics, starting with getting licensees to be accurate on their marketing strategies. They’ll also be required to make clear that there is no guarantee of winning, and must avoid encouraging excessive betting. Furthermore, the code demands licensees to make very clear when punters may take advantage of bonus promotions.

Fourth, they’d prevent targetting minors and are banned to advertise near schools or playgrounds. The code also involves gambling sponsorship, which must go aside from agreements on social responsibility guidelines that the operator must adhere to.

Operators must also promote responsible gambling and link to support services for problem gamblers and families on their websites.

“Our members represent a significant part of the gaming market in terms of market share,” SPER chief executive Jenny Nilzon said. “Therefore we assume that these measures will apply to [almost] all licence-holders in Sweden. The guidelines also apply when using influencers, streamers, external podcasts and other social media.”