In the absence of effective regulations, Sweden's gambling regulator has called on unlicensed operators and the sports community to join in an "informal alliance" to help prevent children from being exposed to gambling advertising.

Håkan Hallstedt, director general of regulatory authority Lotteriinspektionen, issued the call following a recent airing of the Vinterstudion TV programme on public service broadcaster SVT, which featured the branding of an unlicensed online gaming operator.

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