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New law opens the door for gaming companies ' sponsorship of the SVT

Since the first of January for the new spellagen. All of the companies that want to operate in Sweden must apply for a license. At the same time has spelreklamen settled quite a bit – the design and the message must, among other things, follow the rules of the ”moderation”.

not necessarily that there is less advertising for gaming companies. When it comes to radio and tv broadcast from Sweden, the new legislation will it suddenly become allowed for more gaming companies to sponsor and advertise.

– Before was not regulated the issue in radio - and tv act, but now they have allowed advertising and sponsorship, under the condition that the bookmaker is licensed and thus meet certain criteria, " says Anna Dingertz who is a lawyer at the Authority for the press, radio and tv.

And thus, even public service broadcasting sponsored by a variety of bookmakers. Although there are strict rules about which of the SVT's broadcasts may be sponsored – the only Eurovisionarrangemang as the Eurovision song contest and broadcasts in connection with sporting events – but there are no special rules for the public service as for the actual content of the sponsringsbudskapen.

for example, broadcasts from the alpine ski world cup sponsored by betting company Unibet, where you can bet money on the outcome of the races. Åsa Edlund Jönsson is the director of sports at SVT and publisher of the Vinterstudion. She says that in the past had including Svenska spel and ATG as sponsors – the companies who previously had monopoly on the Swedish gambling market within their respective areas.

– now When we had a new law to deal with, we have chosen to retain the same policy. It means that approved companies have the opportunity to buy sponsorship, but the SVT reserves the right to take decision from case to case.

– There is a difference between advertising and sponsorship. A sponsringsmeddelande may not contain promotional elements, including the. But we are aware of gaming cartridges, and we will follow the outcome of the new law carefully and evaluate our approach in the end of 2019, says Åsa Edlund Jönsson.

the Eurovision song contest also has a new sponsor: Maria Casino. In the case of the Eurovision song contest is not the actual tv broadcast which is sponsored, but the tour produced by Live Nation. The game company's name will not appear in the tv box, but the sponsors ' brands are exposed extensively along with the Changes. Among other things, have the sponsors booths with activities and events in the stadiums before the publikrepetitionerna and the live broadcast.

Tove Blum on the Live Nation says that you have done some of the limitations of the gaming company's presence.

" It has been important for both of us, and Maria Casino to their possible physical activation on the arena should not be aimed at children – as an example, it has been decided to not be on the site at all on the matinéföreställningarna where many families with children are in place.

Anette Helenius, who is the project manager for the Eurovision song contest say that the man from SVT's side just follow existing policy and guidelines on the basis of sändningstillståndet.

" It's what we tell Live Nation that they must follow when they hire sponsors and partners. They have previously had the postcode lottery as a partner for several years in a row, and the difference is very small between them and the Maria Casino. The important thing is that they have a Swedish gaming license.

– Yes, it can be argued, but there are many sponsors you can power over in this case. We have had flygreseföretag you think is bad for hållbarhetstänket. How useful is it to eat snacks and sweets? How we twist and turn there is something to criticize in everyone's business. We need to relate to the rules that exist, and it is what we do.

" I would say that it can be just as addictive, I see no major difference. So long as they stick to the Spelinspektionens rules, we have no different opinion, " says Anette Helenius.

Anders Håkansson is a professor in addiction with a focus on gambling at the university of Lund. He says that the question around the spelsponsring in the public service is so new that there are not yet any clear answers.

– It is a question that we need to follow and discuss, and another aspect of how we should relate to spelreklam, " says Anders Håkansson.

Overall, he says, however, that it plays a role was advertising for gaming companies is visible.

– Was spelreklamen pops up has a symbolic value – it signals something. The more popular and harmless things, linked to the more it becomes a normalization. Do you see a football game where the team you like the shirts sponsored by gaming companies, broadcasting it, more or less consciously, the message that it is okay for it to support a team you like.

last year, covered the subject of health and medical services act and the social services – compulsive gambling is seen thus, just like other types of abuse, and gambling have the same right to treatment that is alcohol - or drug addicts. However, while it is prohibited for Swedish tv companies to do advertising for or sponsored by the company that produces mainly tobacco or alcohol, that includes sponsringsreglerna not gaming companies.

Anders Håkansson says there are many similarities between gambling and alcohol.

– Both things are something many do, it is not prohibited, it is part of a large quantity of swede's life. But a minority get very serious difficulties. In both areas, the required two interventions from the society. One is the treatment of people who become addicted and in trouble. The other is prevention – how advertising may be made, how to talk about games or alcohol.

According to Åsa Edlund Jönsson will the SVT to be ”restrained” when it comes to gaming.

– An event can have a maximum of five sponsors and of these can only be a gaming company.

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