• Self-Regulation Could Head Off Government Intervention in Sweden

    16 October 2015

    Swedish self regulation

    There are pros and cons when it comes to government regulation. One of the main pros is that the players get taken care of in better ways with fewer chances for companies to take advantage of them. However, there are also cons like the simple fact that government regulations can often overshoot the mark and paralyze the industry instead of keeping it safe. Companies in Sweden understand that on a major level, and they've begun certain amounts of self-regulation to try to keep this from happening.

    Swedish Online Gambling Regulation

    Ever since the European Commission sued Sweden a few years ago, we've started to see a gradual process of increased regulation in this particular country. However, we're also seeing that the government regulator Lotteriinspektionen has been far from cooperative with media outlets when it comes to advertisements that are not for the Svenska Spel state-backed monopoly. That monopoly will soon be taken apart by new regulation, but media outlets are weary that they'll get shot down.

    Along these lines, they're starting to work together in a pre-emptive move to try to keep new government regulations for online gambling advertising from getting out of hand. The basic idea is that they're going to follow a self-published ten-point guide that will keep them advertising responsibly, and this helps to avoid any excuses that the government might come up with (typically something along the lines of ethics violations) to restrict the industry. Media companies can make a lot of money providing advertising for the upcoming regulated online gambling industry, and they have to protect that money from government intervention and over-regulation.

    Will This Approach Work?

    It's not certain that this approach will work at all, but it's really their best shot at this point. Certain parts of the Swedish government, including Lotteriinspektionen, have acted very irritated about the pressure from the European Commission when it comes to regulating this industry because of the money they were getting from the government-backed monopoly Svenska Spel. Along these lines, they could end up retaliating by limiting the advertising opportunities for the licensees that eventually come out of this new regulatory structure. We'll have to see what happens, but we hope that the advertising standards aren't paralyzing because that hurts the companies, the government (in the form of revenues), and the players as well.

    Related News

    • 23 December 2018

      Cherry AB Receives Eight Licenses for Swedish Online Gambling

      The Swedish Gambling Authority has been processing applications over the past several weeks for its upcoming regulated market that starts on January 1, 2019. This is a pretty big deal for online gambling in Europe as a whole, and Cherry AB has put themselves into a strong position with eight difference licenses being granted for operating brands within Sweden's borders in the new year as a part of this newly regulated jurisdiction. Size of the Swedish Market

      Read full article
    • 17 December 2018

      MRG Receives Two Swedish Licenses for Evoke Gaming and Mr Green

      On January 1, 2019, the regulated online gambling jurisdiction in Sweden will be fully operational for the first time. As such, the awarding of licenses for the jurisdiction has been going on and has made a lot of news. MRG is the latest name to be included in that as they have been granted two licenses for the upcoming regulated market. One of those is tied to their Mr Green brand. What This Means for Evoke Gaming

      Read full article
    • 04 December 2018

      LeoVegas Receives License to Operate in Sweden

      Sweden has been moving along the process of awarding licenses to operate in the country, and LeoVegas has become one of the first names to receive one. We think that's a pretty cool thing for Swedish players because LeoVegas is known for offering a great product and awesome service, so it's no surprise that they were one of the first choices from the Swedish Gambling Authority. When This License Takes Effect

      Read full article