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Sweden to launch new ad controls and B2B licenses

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The Swedish gaming authority tightens regulations with new ad controls and B2B licenses for the iGaming industry.


Many countries and regions are focusing their efforts on creating a regulated and safe iGaming market. Residents of Sweden recently received a regulated iGaming market which is already growing and gaining attractions.

The Swedish Gaming Authority is now looking to implement B2B licenses and new ad controls as part of their safer gambling measures.

Safety first in Sweden

In late January, Minister Ardalan Shekarabi shed light on a range of new safer gambling proposals. These include software licenses for gaming suppliers. Despite it being so early in the year, these proposals are only set to come into effect on 1 January 2023.

With the new rules, it will be mandatory for suppliers who intend to offer services to Swedish operators to have a gaming software license. The intent, according to the Ministry, is to put a halt to unlicensed gambling within the country.

The Ministry also made the proposal to ban any promotion of illegal gambling and extend the current ban on unlicensed gambling. There were suggestions to adjust the current marketing tactics of the gambling market in an effort to protect young people and those with gambling problems from getting exposure to gambling advertisements. With this proposal, the intent is to bring in stricter moderation requirements.

This came shortly after the Ministry made the proposal of gambling advertising needing the same special moderation that applies to alcohol marketing. The proposal got the support of the Swedish gaming regulator, Spelinspektionen.

According to the secretary-general for the Swedish Trade Association for Online Gambling Branschföreningen för Onlinespel (BOS), Gustaf Hoffstedt, it's not clear whether the rule change requires special moderation or a completely new standard. Hoffstedt also added that BOS fully supports the measures to fight unlicensed gambling but is not supportive of further restrictions on the Swedish gambling market.

According to a BOS statement, wide marketing possibilities is necessary especially for licensed online casinos as it assists in the battle against unlicensed gambling.

Other proposals include a market disruption fee which will apply to operators directly marketing to customers in a disruptive manner. Furthermore, it will be mandatory for licensees to provide information that will assist the Ministry in following trends and developments within the market. A proposal that has BOS cautiously positive.

Stricter regulations await Swedish iGaming Industry

The Minister for Social Protection, Ardalan Shekarabi, says that these new rules are about limiting the unlicensed market as well as excessive advertising from the licensed operators.

Shekarabi continues by saying that the next steps are being taken to regain control over the Swedish iGaming market. The priority is to strengthen the gambling regulation in order to provide the best protection for players in online casinos in Sweden

Earlier this year the Ministry had a consult regarding a deposit cap of SEK4,000. This is after a deposit cap of SEK5,000 was put in place in July 2020 as a response to the Covid-19 lockdown period. The cap was extended several times and only came to an end in November 2021.

The focus on curbing offshore gambling remains the same with the Ministry of Finance set on taking down offshore gambling operators. This crackdown on foreign operators will permit a ban of any unlicensed gambling activity in the Swedish market.

The Swedish gaming market is in for stricter regulations and the top concern is the impact it will have on the regulated market.

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