Sweden’s state-owned gaming operator Svenska Spel has presented a number of proposals to strengthen the country’s gambling market and improve consumer protection measures.
The operator noted that when Sweden re-regulated its gambling market in 2019, the objectives were clear: consumers should be better protected and at least 90 per cent of gambling should take place with licensed operators.
“Yet, the reality today looks different,” said Svenska Spel president and CEO Anna Johnson. “Unlicensed companies continue to have a strong presence, particularly within high-risk categories such as online casinos. At the same time, gambling problems are increasing among young people and women – groups that are particularly vulnerable.
“This development raises concerns, not only for consumers but also for the credibility of the entire gambling market.”
In a new report released this week, Svenska Spel highlights several proposals aimed at improving the market. Among the key recommendations are enhanced safeguards for young players, blocking unlicensed operators, and introducing risk classifications for different types of gambling.
“Seven years after the re-regulation of the gambling market, we are still far from achieving the goal of a safe environment for players,” continued Johnson. “Young people and women are particularly vulnerable, and nearly all growth is coming from high-risk gambling such as online casinos.
“This threatens both consumer protection and trust in the regulated market. With this report, we want to show that concrete and feasible solutions exist.”
The report highlights three proposals as particularly critical:
Stronger protection for young people: Individuals under 25 should benefit from stricter consumer protection, including tighter spending limits, a ban on direct marketing, and faster intervention measures.
Blocking unlicensed operators: Implement DNS blocking to prevent access to gambling companies without a Swedish license. International examples demonstrate that blocking measures are effective.
Risk-based regulation: Legislation should differentiate between gambling types with varying risk levels. High-risk products such as online casinos should be subject to tougher requirements, including stricter marketing restrictions.
“Gambling can be a source of joy, excitement, and community,” Johnson concluded. “But for this to hold true, the market must be safe and sustainable in the long term. Our proposals demonstrate that it is possible to reverse the current trend – provided that industry, regulators, and lawmakers work together.”
The full report can be downloaded here [Swedish]