News Business Sweden Launches Gambling Awareness Campaign

Sweden Launches Gambling Awareness Campaign


Sweden’s gambling regulator is to launch a fresh campaign that it hopes will boost understanding around the country’s gambling rules.

Spelinspektionen, which is responsible for the enforcement of all Swedish gambling laws, is aiming for an awareness-raising effect with its two-week campaign. It will kick off at the end of December and will continue into January. The campaign is set to include multiple adverts, which will be displayed in multiple locations, as well as through both online and print media.

Speaking about the campaign, the Spelinspektionen Communications Manager, Anders Sims, said that it was partially about promoting the regulator and explaining what they do, and how customers can use the advice and certification provided by Spelinspektionen to help them navigate the market:

“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.”

According to Spelinspektionen, the campaign budget will be SEK 2.5 million, which they say is a relatively small amount in comparison with the advertising budgets of gambling companies. And they also say that running the campaign in late December and early January will help to keep the expense to a minimum as advertising costs are lower during this period.

The campaign is the first stage in the regulator’s new approach of boosting awareness about its functions. Last month, they also signed an agreement with the UK Gambling Commission, which they hope will enable them to benefit from shared expertise and information. Spelinspektionen has been active in seeking to enforce existing regulations in the Swedish market in recent months.


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