Sweden’s Minister for Public Administration Ardalan Shekarabi has called a meeting with newly licensed operators in the Swedish market to find a solution to the “aggressive” advertising currently being conducted.

Minister Shekarabi has invited all license holders to a meeting on 14 February to find a solution under the country’s newly introduced gaming regulations.

The law states that moderation should be observed when advertising gambling, with one of the goals of the re-regulation of the market to create a more sustainable gaming market.

Despite the new law and the requirement for moderation in marketing, Minister Shekarabi said that Swedish customers were still being exposed to “aggressive” advertising.

“Now I want to meet relevant actors and have a straightforward discussion to address this problem,” said Minister Shekarabi. “We mean seriously. The government is ready to act to get rid of the aggressive gambling advertising unless the industry itself finds a solution.”