International advertisers face more Nordic challenges

Norway’s regulatory crusade earlier this eek against international gambling advertisers accessing its online punters (see previous  report) has been followed by Swedish news reports that gambling regulator Lotteriinspektionen is taking similar action.

Media reportage indicates that the Swedish regulator has issued a final warning to the local Metro newspaper that it must not publish advertisements for gambling operators who are not licensed and authorised in Sweden, despite many of them holding legitimate licenses in other national jurisdictions.

The Lotteriinspektionen website carried content on the issue, specifically identifying operators like Jackpotjoy and Casino Ninja, and warning that advertising for these companies in Sweden contravenes the Swedish Lotteries Act, which provides for financial penalties for non-compliance.

The warnings are the latest manifestation of the ongoing battle with international gambling companies who flight advertisements in Swedish media and compete with local state monopolies like Svenska Spel.

The regulator has perhaps been freshly emboldened by a Supreme Administrative Court ruling in Sweden last month which supported the Lotteries Act provisions regarding restrictions on advertising, and the Metro warning could be the start of a wider initiative.

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