So late in March 2020, the long-standing element of TV4's morning program in the Review Board was released. This is because the Review Board considered that the element was neither an advertisement nor a product placement.
But now the Consumer Ombudsman (KO), which has reviewed broadcasts on three occasions in June and August 2019, goes on a different line, reports Dagens jurik.
In the decision, KO thinks, among other things, that the scratch lot draws are to be regarded as game advertising and that there is no clear advertising identification. They also write that TV4 does not fulfill the Gaming Act's disclosure requirements that apply to commercial gaming announcements.
Swedish Games has appealed the decision.
- This is an established and appreciated feature that has existed since the beginning of TV4 and has a natural place in Swedish TV. In addition, the review board has recently, again, released the feature, writes Charlie Forsberg, Head of Communications TV4 Media, in a comment on the Cultural News.