Guidelines for advertising by gambling companies
In light of the rules for the gambling market that were introduced from 1 January 2019, Bauer Media Outdoor Sverige AB ("BMO") would like to clarify what applies to gambling advertising at BMO. The law says that marketing must be moderate. BMO has therefore, based on the Swedish Gambling Industry's National Organization's (SPER) ethical guidelines for responsible marketing of gambling for money, developed specified guidelines for what can be considered moderate marketing for gambling companies – both in terms of scope and design. BMO has been applying these guidelines since 1 January 2019.
Affected advertisers
The customers covered by these guidelines are gaming companies that have applied for a gaming license with the Swedish Gambling Authority and that offer games aimed at the Swedish market; online gambling, betting, odds, casino games, poker and bingo. BMO only allows advertising from companies that hold an approved gaming license from the Swedish Gambling Authority.
Maximum limit for share of ad space to gaming companies
A maximum of 20% of the advertising space in each advertising environment consists of marketing for Gambling Companies. An advertising environment means, for example, a metro station. In addition, gambling advertising is not shown, as far as possible, on advertising surfaces outside schools, sports fields and known addiction clinics.
Restrictions on formats that can be purchased by gambling advertisers
Bookmakers are referred to BMO's standard products. Bookmakers therefore cannot use "Station Domination"; internal foiling, sampling or playing opportunities on event surfaces. Foiling on the outside of public transport vehicles is possible because these travel in traffic and the exposure time is relatively short.
Overall guidelines for the design of gambling advertising
When assessing whether the design of a gambling advertisement can be said to be "moderate" and responsible, an overall assessment must always be made. In order for gambling advertising to be displayed on BMO's advertising surfaces, it is required that it does not:
- Aimed at minors.
- Contains claims about, or associations with, gambling as a solution to social and economic problems.
- Encourages excessive gambling.
- Misleading about the chances of winning.
- Contains claims that gambling is risk-free.
- Contains a claim that it is free to play.
- Contains gender stereotyped claims or images.
- Highlights individual winners without documented documentation.
- Contains words, jokes, imagery, symbols or phenomena that particularly associate with, or attract children or young people.
- Appears as public information.
- Can be confused with advertising for gambling companies that are not covered by the license requirement.
- Conveys the image of gambling as socially attractive.
- Using celebrities with the hint that participating in games has made them successful.
- Has an imagery that is perceived in other ways than as moderate and responsible.
Each advertising space must have a clear indication of information that has at least one font corresponding to 4% of the height of the advertising space and at least one third of the width of the advertising space. The information statement must include the following information:
- Minimum age for gambling.
- Referral to support organisation.
- Encourage responsible gambling.