It said “the requirement for moderation in the marketing of games to consumers,” as outlined in the Gaming Act, should be changed to a requirement for “special moderation.”

According to officials, the proposal will further protect gambling consumers in the country; the change in the law is proposed to come into force by 1 July 2022.

Any consultation responses must be received by the Ministry of Finance before 14 October 2021, and Secretary General for the Swedish Trade Association for Online Gambling (BOS), Gustaf Hoffstedt, has already rejected the proposal.

Hoffstedt believes Swedish-licensed gambling operators have halved their advertising purchases since a peak in 2018-2019.

Hoffstedt said: “I do not understand how low the investments in marketing must be for the Government to be satisfied.”

The BOS Secretary General added that Swedish gaming advertising already fulfils an important function for a safe and secure gaming market.

Continued advertising from these operators will strengthen “the motivation for gambling consumers to choose Swedish-licensed gambling instead of the alarmingly high proportion of unlicensed gaming.”

Hoffstedt said: “Already today, every fourth gambling krona leaks out of the licensing system when it comes to online casino, and with that, the strong consumer protection also sips away.”

This news comes after four of Sweden’s largest gambling operators decided to team up with BOS.

Betsson Group, Kindred Group, LeoVegas and William Hill opted in to support the launch of Fakta om spel, a website that offers facts and statistics about the licensed gambling market.