Swedish Court Rules On First 'Moderate Advertising' Case

Sweden’s Patent and Market Court has issued an inaugural decision on the concept of "moderate advertising", ruling that more than 20 different kinds of marketing by the now defunct Ninja Casino put it in breach of the country’s gambling act.

The court ruled on Friday that a "takeover ad", which pops up to cover the entire screen when visiting a website and cannot be manually dismissed by the user, is intrusive and therefore not in line with the principle of moderate advertising — a phrase left entirely undefined in the country’s new gambling act.

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