Sweden’s proposed gambling legislation, spanning 191 pages, encompasses a wide array of measures aimed at addressing various aspects of the gambling industry. Among these measures are extended advertising provisions and new license requirements. While primarily targeting unlicensed gambling operators, these proposals also aim to mitigate harm and protect vulnerable individuals.
Licensing Requirements:
One key proposal mandates licensing for any party involved in activities such as manufacturing, providing, installing, or modifying gaming software. This measure is crucial in combating unlicensed gambling operations and ensuring regulatory oversight.
Focus on Harm Reduction:
The Swedish Government’s emphasis on harm reduction is evident, particularly in its approach to marketing regulations. Unlike special moderation applied to alcohol advertising, gambling advertising will be subject to “adjusted” moderation. This approach acknowledges the risks associated with gambling and aims to prevent the promotion of excessive gambling behavior.
Comparison with Alcohol Marketing:
Drawing parallels between gambling and alcohol, the government underscores the risks posed by both activities to individuals’ health and societal well-being. While gambling does not receive the same “special” classification as alcohol, the call for increased moderation reflects a recognition of the need for responsible advertising practices in the gambling sector.
Moderation Measures:
The concept of “adjusted” moderation allows for gambling advertisements to be aired between 6 am and 9 pm, thereby alleviating concerns regarding a potential daytime ban on ads for high-risk gambling activities. This approach strikes a balance between promoting responsible gambling and allowing operators to engage in marketing activities within specified time frames.
Sweden’s proposed gambling legislation introduces comprehensive measures aimed at regulating the industry, addressing issues of licensing, advertising, and harm reduction. By adopting a nuanced approach to moderation and drawing comparisons with alcohol marketing, the government seeks to create a regulatory framework that balances commercial interests with public health concerns.