Self-regulation in Sweden – A pre-emptive move?

With the prospect of new regulatory developments in Swedish online gambling ahead following government’s impending review of the industry (see previous reports), trade associations for the local digital, television, print and publishing media are talking about self-regulation in what appears to be a pre-emptive move.

Relations between the media and government regulator Lotteriinspektionen have hardly been harmonious in a market where attempts have been made to disrupt lucrative advertising business from online gambling operators outside the ambit of national monopoly Svenska Spel, which has itself been the subject of critical European Commission opinions.

Leading the charge in the self-regulation initiative is the Tidningsutvivarna trade association, which has drafted a ten point guide for responsible advertising for the consideration of other associations, local media reports indicate.

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