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Summary:
- Gambling ad spend in Sweden in 2022 was less than 50% of 2018’s figure
- Swedish operators have decreased their gambling ad spend since figures peaked in 2018
- Gambling advertising remains a key issue in Sweden as the government seeks to minimize gambling harm risks
Gambling advertising spend hit a record low in Sweden in 2022, as the government continues to assess the impact of gambling ads and marketing activities on people’s gambling behavior.
In May 2022, the Swedish government made a U-turn on plans to introduce strict advertising measures, including a ban on television marketing. Despite that, operators significantly decreased their gambling ads spend across traditional media, including television, radio, print, and outdoor media, with the figure dropping to its lowest level since the re-launch of the Swedish regulated gambling market in 2018.
2022 Swedish Gambling Ad Spend Drops to SEK 3.4 Billion
Latest figures from Swedish gambling regulator Spelinspektionen show licensed gambling operators spent SEK 3.4 billion (€280 million) on advertising in 2022, down 15% from the past year.
Gambling advertising spend has been on a decline year-on-year after peaking in 2018, with the 2022 data the lowest ever recorded in five years. The ad-spend figure last year represents less than 50% of the SEK 7.3 billion (€620 million) reported in 2018.
Along with the reduction in gambling advertising spend, last year also saw the promotion of gambling being distributed more evenly across its multiple segments. Around 30% of the ads shown to the public in 2022 were about online casinos, while 28% and 26% accounted for sportsbook and lotteries, respectively. 12% were about horseracing, while 4% promoted bingo and soft games.
Tougher Gambling Advertising Restrictions Could be on the Way
During the 2018-2019 period, the Swedish public was bombarded with gambling ads, prompting then Minister of Social Securities Adralan Shekarabi to order a review of the industry’s advertising activities as part of the mandatory Gaming Market Inquiry led by independent investigator and Social Democrat MP Anna-Lena Sörenson.
A report on the inquiry was published in 2020 and recommended a series of stringent advertising restrictions, including a ban on online casino ads during certain hours of the day. The recommendations did not get enough support from the Swedish Parliament, the Riksdag, and were eventually left out of the 2022 Enhanced Gambling Regulation Bill as a result.
MPs explained that the priorities of the legislation were gambling controls, consumer protections, and the implementation of new B2B licensing rules. They asserted that the advertising recommendations in the Gaming Market Inquiry had not been totally abandoned.
Gambling advertising remains a major issue in Sweden, and the new right-wing coalition government is expected to address it as it pushes on with implementing major gambling reforms.
