Sweden Lays Out Gambling Ad Regulations

This week two Swedish gambling trade associations announced new advertising standards for online gambling advertisers in the country, tightening things down a bit.

The standards were published by the ranschföreningen för Onlinespel (BOS) and Spelbranschens Riksförbund (SPER), whose aim is to promote the gambling industry while making sure that operators act responsibly.

The code of conduct will require operators to not mislead viewers by having clear disclaimers that games are strictly based on chance and have no guarantee for winning. The terms of the offers must also be clearly described and not contain anything misleading. Operators also must not show that gambling could be a solution for financial programs. There must also not have anything that could appeal to underage players.

The organizations are looking to have things buttoned up in Sweden instead of having things full bore like they were in the UK, where regulations are now tightening further to prevent addiction rates from growing.