The Swedish Trade Association for Online Gambling (BOS) has issued a firm response to state-owned operator Svenska Spel’s recent 18-point proposal to reform Sweden’s gambling market. BOS Secretary General Gustaf Hoffstedt warned that the proposed measures could undermine channelisation efforts and give Svenska Spel an unfair competitive edge over private operators.
Svenska Spel pushes for tighter gambling rules
Svenska Spel, which holds a monopoly on lotteries and operates in the competitive iGaming sector, submitted 18 proposals to the Swedish Gambling Authority. The company said the aim was to strengthen player protection, improve channelisation and tighten marketing rules for online gambling.
The proposals were published following new data showing that Sweden’s regulated online gambling market has reached only 85 percent channelisation, short of the government’s target of 90 percent. Channelisation measures the proportion of Swedish players choosing licensed operators over unlicensed ones.
Svenska Spel’s plan includes stricter rules for online casinos, enhanced safeguards for young players and stronger advertising restrictions. The company argued that certain gambling products, particularly online casino games, are closely linked to debt and problem gambling.
BOS raises competition and fairness concerns
BOS responded by saying that several of Svenska Spel’s proposals could weaken the regulated market instead of strengthening it. Hoffstedt said that limiting marketing opportunities for licensed online casino operators would push more players towards unlicensed and illegal websites.
According to Hoffstedt, online casino is already the most competitive gambling segment in Sweden, facing pressure from both legal and illegal platforms. “If Svenska Spel’s proposal was to go through, even greater market shares await unlicensed and illegal online casinos,” he said.
BOS also warned that Svenska Spel would benefit disproportionately from the proposed restrictions. Since the state-owned operator can continue advertising its lottery products under the same brand, it would remain visible to consumers while competitors are silenced in the online casino market.
Marketing limits could impact channelisation
The trade body highlighted that marketing is a crucial tool for licensed operators to guide players away from illegal sites. Reducing visibility for regulated companies would make it harder for players to distinguish legal platforms from unlicensed ones.
“If the legal licensed gambling companies are prevented or prohibited from marketing themselves and their products, the illegal market will grow,” Hoffstedt stated. He added that such a development would directly harm the government’s stated goal of achieving 90 percent channelisation.
BOS urged the Swedish authorities to carefully assess whether Svenska Spel’s suggestions align with the broader objectives of the country’s gambling policy, which focuses on protecting consumers while ensuring a sustainable, competitive market.
Focus on younger players
Among Svenska Spel’s proposals is a recommendation for increased protections for players under 25. The company’s President and CEO, Anna Johnson, explained that younger adults face higher risks associated with gambling. “The brain is not fully developed until the age of 25 and the risk of getting caught up in destructive gambling is significantly higher,” Johnson said.
The proposal includes stricter deposit limits and targeted interventions for players in this age group. While BOS has not opposed stronger consumer protection measures, it stressed that such reforms must not distort market competition or undermine the licensed sector’s ability to operate effectively.
Debate over Sweden’s gambling direction
The exchange between Svenska Spel and BOS highlights ongoing tensions in Sweden’s gambling regulation. Since re-regulation in 2019, policymakers have sought to balance consumer protection with market competitiveness.
While Svenska Spel continues to advocate tighter controls to address problem gambling, industry representatives like BOS warn that overly restrictive policies could reverse progress made in bringing players into the legal market.
The Swedish Gambling Authority is expected to review the proposals in the coming months as part of its broader evaluation of gambling policy outcomes.
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