Swedish Regulator Launch Campaign For Regulatory Awareness

The Swedish Gambling Authority (Spelinspektionen) has launched a new national two-week campaign to raise awareness of the gambling regulations of the country.

The campaign will start at the end of December and will last until the beginning of January, with outdoor ads on locations like billboards, print media and digital channels.

Anders Sims, communications manager at Spelinspektionen, commented: “By telling people that the regulator exists, what we do and above all why, we hope to make the market safer for everyone who plays.

“The license is a security stamp. It is the Gaming Inspectorate that issues the licenses and is responsible for calling the companies that are licensed to ensure that they live up to the Swedish regulations. We want those who play to know what applies, so that they can choose companies with a Swedish license.”

Spelinspektionen announced that the campaign budget is SEK 2,5 million, 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.” The campaign represents the first part of the strategy of the regulator to raise awareness of its goal in ‘counteracting gambling problems and increasing the proportion of gambling companies with Swedish licenses’.

Last month, the regulator and its UK counterpart, the UK Gambling Commission (UKGC), released a Memorandum of Understanding (MoU).

The new agreement, which came into effect on 11 November 2019, is intended to enhance the partnership between the two regulators. The team will work together to share best practises in areas such as regulatory policies and procedures under the terms of the agreement.