Swedish Gambling Authority Launches Campaign to Promote Licensed Operators

Animated Videos Deliver a Strong Message

Central to the campaign are two animated videos designed to highlight the dangers associated with unlicensed gambling sites. These videos will be featured on social media throughout December and into 2025.

One video portrays a man escaping from a polar bear in the Arctic before ending with the message: “If you gamble for money, play safe. Choose a gambling company with a Swedish gambling license.” The animations use humor and engaging visuals to emphasize the importance of choosing licensed operators for safe and responsible gambling.

Yvonne Hejdenberg, the head of communications at SGA, emphasized the strategic role of animation in reaching a broad audience, explaining that the campaign is part of a long-term effort to influence consumer behavior.

Updated Website Highlights the Benefits of Licensed Gambling

In addition to the videos, the SGA has enhanced its website to provide detailed information on the advantages of gambling with licensed operators. These include consumer safeguards such as fair payout rules, secure transactions, and protection against fraud.

The website also warns about the risks of unlicensed gambling, including potential financial losses, lack of consumer protection, and exposure to illegal activities like money laundering.

Players using unlicensed platforms are also at risk of taxation issues, as winnings from such sites are subject to a 30% tax, unlike tax-free winnings from licensed operators in Sweden.

Tackling the Black Market and Improving Channelization Rates

The campaign aligns with the SGA’s ongoing efforts to combat unregulated gambling and boost the country’s channelization rate—the percentage of gambling conducted through licensed operators—which remains below the government’s 90% target.

Similar initiatives have been adopted by regulators in countries like the Netherlands and Germany, especially during the busy holiday season.