BOS reports Svenska Spel for “aggressive marketing” in pre-financed ads
Trade Association attacks TV4 scratchard ad as being non-compliant with Swedish law
Sweden’s Trade Association for Online Gambling (BOS) has reported former Swedish monopoly operator Svenska Spel to the Swedish Broadcasting Commission over alleged pre-financed TV ads which do not include responsible gambling messages.
Qualifying its decision to do so, BOS CEO Gustaf Hoffstedt said the promotion of Svenska Spel’s Triss, Keno and Lotto games as a “natural part” of daytime TV without the inclusion of responsible gambling messages violated Swedish gambling laws.
“Pre-funded TV shows with only one message – Win money! – is marketing games about money and should thus be regulated and judged on the basis of the new game law’s requirements and intentions,” Hoffstedt added.
In its case, BOS singles out a regular advert on news programmes belonging to Swedish broadcaster TV4 in which an individual wins money on a Triss scratchcard, alleging that the congratulation of the player by news presenters on the programme creates “a positive picture of the chances of winning”.
The complaint adds: “There is also no information to tell viewers about the risks of gambling or information about gambling abuse in the way the new Gaming Law stipulates. The viewer rather has the impression that the Triss element is included in the editorial material and is motivated by the editorial’s assessment of the viewers’ interest.”
Under current Swedish gambling laws, which came into force earlier this year, all licensed firms are required to include contact information for support related to gambling problems.
Hoffstedt called on all operators to realise the old monopoly system is now over and to jointly ensure that the Swedish gambling market becomes “the very long-term sustainable regulatory framework we all strive for”.
The war of words between BOS and Svenska Spel began in April, when BOS reported the operator together with ATG to the Swedish Competition Authority (Konkurrensverket) over claims it had violated Swedish competition law.