Swedish Minister Threatens Advertising Restrictions

The Swedish government has urged operators to curb the number of gambling adverts broadcast in the country or risk stricter regulation, including a ban on all gambling promotions.

Ardalan Shekarabi, the minister in charge of gambling, has called all 69 Swedish licensees to a meeting on Thursday to discuss the amount, as well as the tone, of advertising in the country, which introduced a licensing regime for online gambling from January 1.

Shekarabi said that he will communicate to the industry that the current quantity of gambling advertising “is not sustainable” and that the government is serious about ensuring that the new legislation, which was introduced to create a safer market, is complied with. 

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