The campaign includes films featuring TV personality Anders Lundin aimed at promoting safer gambling by encouraging the public to choose to play with operators holding Swedish licences.
The campaign also consists of three short comic films developed for social media on the theme of “Games Need Rules”, linking to a longer film on the Spelinspektionen.se site where the regulator provides further detail on the benefits of opting to play with one of its licensees.
“The aim is to inform the public that there is a choice to be made, between gaming companies that have a Swedish licence and gaming companies that do not have it,” said Yvonne Hejdenberg, head of communications at Spelinspektionen.
“The goal is for the public to gain increased knowledge about the benefits of choosing a gaming company with a Swedish licence.”
The campaign launches amid a crackdown on offshore operators by the regulator, which launched in October last year. This saw Spelinspektionen commit to taking aim at companies passively accepting bets from Swedish consumers, rather than only focusing on those actively targeting the market.
As a result, operators not licensed by the regulator will be required to take precautions to block access and payments from Swedish customers.