The Swedish Online Gambling Trade Association (BOS) has responded to Svenska Spel’s recent publication presenting 18 reform proposals for Sweden’s gambling industry.
Current figures show that the channelisation rate of online gambling into Sweden’s regulated market stands at 85%, falling short of the Government’s 90% goal.
Svenska Spel, which holds a monopoly over lotteries but competes in the broader iGaming market, submitted its 18-point plan to the Swedish Gambling Authority, focusing on stronger player protection, improved channelisation, and tighter marketing rules.
BOS Secretary General Gustaf Hoffstedt voiced concern that the proposals could undermine channelisation efforts and unfairly benefit Svenska Spel over other licensed operators.
In his response, Hoffstedt highlighted that the proposed risk classification system would disproportionately affect the online casino segment, already facing the toughest competition from both legal and unlicensed platforms.
Gustaf Hoffstedt, BOS Secretary General, mentioned:
If Svenska Spel’s proposal was to go through, even greater market shares await unlicensed and illegal online casinos. It is a natural consequence if the legal licensed gambling companies are prevented or prohibited from marketing themselves and their products.
Perhaps more should be demanded of the state-owned gaming company than to demand measures that commercially benefit its own operations and at the same time harm the goals of Sweden’s gaming policy decided by the Riksdag, under the guise of consumer protection.
BOS further argued that restricting online casino advertising would primarily benefit Svenska Spel.
The association noted that Svenska Spel could continue extensive promotion within its monopoly-held lottery segment, using the same branding as its iGaming arm, effectively positioning itself as the only operator allowed broad marketing visibility in that space.
Anna Johnson, Svenska Spel President and CEO, mentioned:
The brain is not fully developed until the age of 25 and the risk of getting caught up in destructive gambling is significantly higher.
