Swedish Gambling Trade Association Says Regulator’s Marketing Guidelines Have Positive Impact On Gambling Advertising

Swedish Gambling Trade Association Says Regulator’s Marketing Guidelines Have Positive Impact On Gambling Advertising

Sweden has been strict on gambling advertising, especially since the opening up of its online gambling market earlier this year.

While there have been several operators complaining of the stricter advertising guidelines, Swedish gambling trade association Spelbranschens Riksorganisation (SPER), in a recent statement has said that the revised marketing guidelines published in March have helped gambling operators improve the quantity and content of their gambling adverts.

The trade association has revealed its findings after it evaluated the impact of the measures in a study in association with igaming operator association Branschföreningen för Onlinespel (BOS).

The new marketing guidelines in Sweden extend the company’s responsibility to the actions of their third-party marketing partners as well. It also restricts them to advertise gambling products through email and SMS only after they have consent from the customer and with an option to unsubscribe.

“Through meetings and dialogue with the industry, we continue to work towards developing common practices and improvements,” Sper chief executive Jenny Nilzon explained.

“But [through the code of conduct] we have already seen a clear improvement in gambling advertising, both in terms of quantity and content.”

Last week, Swedish gambling regulator, Spelinspektionen, warned payment service providers (PSPs) in the country and asked them not to be involved in facilitating payments to and for unlicensed gambling operators catering to Swedes.

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