Reported in Swedish newspaper Expressen, the government is said to be investigating whether or not it should ban "aggressive advertising."

Sweden re-regulated and opened its market to foreign and private operators at the start of the year and called on the industry to establish a code of conduct to protect players.

The measures in place have not gone far enough, according to Ardalan Shekarabi, Minister for Public Administration.

Shekarabi is reported to have said: "There is scope for the Commissioner to recommend a total or partial ban on gambling advertising."

State-owned Swedish operator Svenska Spel recently ceased all of its online casino advertising, a policy which will apply to all media channels.

The Commission will decide if gambling ads should be treated similarly to those for alcohol and tobacco. Limits on bonuses, jackpots and free plays and whether to limit ads during sporting events will also be discussed.

Italy banned all forms of gambling advertising last year and a "whistle-to-whistle" ban during televised sport, self-imposed by operators, will be implemented this summer in the UK.