Sweden Launches Inquiry into Gambling Harm, Marketing and International Law

The government of Sweden has announced the launch of a new inquiry tasked with submitting proposals designed to reduce the harmful effects associated with gambling. The move signals a renewed focus on player protection within the regulated market, with a specific emphasis on vulnerable demographics.

Justification for the inquiry was provided by Health Minister Elisabet Lann, who highlighted concerning trends among younger demographics. According to the minister, the prevalence of risky gambling has seen a significant increase within a few years.

Risky gambling among young men has doubled in a few years and one in five is affected.

The government has appointed Zandra Milton to lead the investigation. Milton, who serves as the chief legal officer at the prestigious medical university Karolinska Institutet, will act as the inquiry's investigator. Her initial responsibilities will involve compiling and reviewing existing knowledge and data concerning gambling activities and their impact on children and young adults.

Following this evidence-gathering phase, Milton is tasked with developing and submitting concrete proposals aimed at strengthening protections against gambling harm. In line with the concerns raised by the Health Minister, her recommendations are to give special consideration to measures that will better safeguard boys and young men from negative outcomes.

Marketing and International Comparisons

The scope of the assignment extends beyond player behaviour and into the commercial activities of licensed operators. A significant part of the inquiry's remit will be to conduct a comprehensive mapping of marketing undertaken by gambling companies in the country. This review is expected to analyse the methods, channels, and messaging used to promote gambling products and services in Sweden.

Furthermore, the investigator will look beyond Sweden's borders for potential solutions and regulatory models. The assignment explicitly includes an analysis of gambling legislation in other countries. This comparative exercise will likely inform the final proposals, as Sweden considers international best practices and different approaches to consumer protection and harm reduction that have been implemented elsewhere.

The multi-faceted inquiry combines a data-led approach to understanding harm, a review of operator conduct, and an international legislative comparison. The ultimate goal is to equip the government with a range of evidence-based policy options to enhance the country's framework for protecting consumers from gambling-related harm.