Two years ago, in 2019, the new Gaming Act was introduced, which, among other things, entailed a stronger regulation of gaming advertising with a requirement for moderation in marketing.
However, the government does not think that the law is enough, now they want to tighten the rules for gambling advertising again.
What you now want to introduce is so-called special moderation when marketing games.
This is the same level of restraint as in alcohol advertising.
The proposal will now be submitted for consultation, and the government wants the law change in place on 1 July 2022.
- It is advertising that exposes consumers to great risks, especially vulnerable consumers, now it is time to take the next step and limit gambling advertising, says Minister of Social Insurance Ardalan Shekarabi (S).
- We must have more restrictive rules so we limit the aggressiveness of gambling advertising.
Moderation must be observed
At present, it is stated that moderation must be observed when marketing games, and that marketing may not be directed specifically at persons under 18 years of age.
When it comes to marketing alcohol, special moderation must be observed, advertising must not be intrusive, outreach or encourage the use of alcohol.
Marketing must also not be aimed specifically at or portray children or young people under the age of 25.
- Our starting point is that we should have the same rules as we have for alcohol advertising, and there are the more restrictive rules about the content, which sets limits for the aggressiveness of advertising, says Ardalan Shekarabi.