Swedish regulator launches regulatory awareness campaign

The Swedish Gambling Authority (Spelinspektionen) has launched a new two-week nationwide campaign which will raise awareness of the country’s gambling regulations.

The campaign will begin in late December and will last until early January, with ads to feature outdoors, on locations such as billboards, print media and on digital channels.

Anders Sims, communications manager at Spelinspektionen, commented: “By telling people that the regulator exists, what we do and above all why, we hope to make the market safer for everyone who plays.

“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.”

Spelinspektionen revealed that the campaign budget is SEK 2.5 million, which according to the regulator is “is relatively little compared to the gaming companies’ advertising investments. But the campaign runs during the interim days as the price is significantly lower than usual.”

The campaign marks the first part of the regulator’s strategy to increase awareness of its mission in ‘counteracting gambling problems and increasing the proportion of gambling companies with Swedish licenses’.

Last month, the regulator penned a memorandum of understanding (MoU) with its UK counterpart, the UK Gambling Commission (UKGC).

The new agreement is hoped to strengthen the collaboration between the two regulators, having come into effect on 11 November 2019. Under the terms of the partnership, the duo will collaborate in sharing best practice on areas such as regulatory policies and procedures.