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Marketing Online Casinos in Sweden

The fact that the online casino industry has simply exploded in the European Union has made international news over the past several months since the U.S. imposed severe restrictions. Already several E.U. countries have faced off with the European Commission about controlling the online casinos industry and imposing country-wide limitations. But so far, all countries that have faced the E.U. have been shut down on the premise that proposed regulations are not in line with the free-trade principle the E.U. was founded on. So that means that Sweden may have a definite fight ahead of it to actually control the internet gambling marketing that some Swedish officials believe is simply out of control.

Aggressive marketing campaigns on the part of the online casino industry is the primary complaint in Sweden according to the country’s daily newspaper, Svenska Dagbladet. According to the newspaper, the country’s Finance Minister, Anders Borg, is leading the fight against the aggressive marketing tactics used in the online casino gambling industry. Tops on the list of offenders is Svenske Spel, the governmental gambling company that arguably has a monopoly on the industry.

Specifically, the political parties in Sweden are looking to end the monopoly and reign in the online casino marketing tactics. But the European Commission is already anticipating that the regulations Sweden is proposing are non-compliant with the principles of free movement of trade and services. Borg and the Public Health Minister (also verbally speaking out against online casino marketing tactics) gave reason to the regulations they seek for the country, "Gambling addiction is on a par with alcoholism: an addictive behaviour that is very difficult to break."