This casino dominates the spelreklamen – is believed to contribute to increased dependence of women

the online Casino is the game which by far is the most common in advertising from the gaming company in Sweden. It notes a researcher at the unit for clinical addiction research at Lund University, in a study of spelreklamens scope and content.

It is also the type of game that most are looking for help on beroendekliniker around the country.

– this casino so clearly dominates the spelreklamen while also dominating among vårdsökande is interesting, " says Anders C Håkansson, professor of addiction at the University of Lund.

in it that it is the game that is usually directed against women in their advertising. The most common is that there is no clear könsadress at all, but in those cases there are, the messages are usually targeted at women and come from nätkasinon.

at the same time, it has also been able to see in Folkhälsomyndighetens annual study of gambling problems among women has increased. For the first time in at least ten years, the group has now a clear majority of people with ”serious gambling problem” in Sweden.

Anders C Håkansson is professor of addiction at the University of Lund and one of the researchers behind the study. Photo: Daniel Costantini

the Connection is not confirmed, but there are, according to Anders C Håkansson reason to suspect that the two discoveries have to do with each other.

– It is a speculation or a discussion we have. You can at least say that all of a sudden we in Sweden have a high proportion of the women in the group who have the most problems with nätkasinon, while a tv-days are more elements from the end that is directed toward women than from any other form of gambling, " he says.

in the course of or in connection with films intended for adults, sports - and gaming-related applications and family entertainment. But the researchers who studied the tv channels have on several occasions encountered spelreklam during or after children's movies. It worries Anders C Håkansson.

– the Purpose of advertising is to increase brand awareness for the product and the interest for it, " he says.

" What we see on tv normalizes our perception of how things are. Are you a young individual and looking at the tv, one has the impression that this is totally normal. To children and youth, growing up with the image is problematic.

Scientists have studied all the advertising on the six major channels in Sweden during a couple of selected days in the winter of 2017/2018. The results testify whether some of the effects of the new spellagen which entered into force in January 2019.

share spelreklam, had gaming companies, 23 per cent of the features – almost a quarter. Of the was 72 per cent advertising for online casino. In a similar way, saw it also on TV3 in which 19% of the advertising came from the gaming companies and 68% of the spelreklamen was for the online casino.

the Lowest proportion was the TV4 and the word Seven, with eleven and eight per cent spelreklam. The only category of advertising that was more frequent than spelreklamen on most of the tv channels with their own advertising on the channel and upcoming programs.

Read more: So attracts increasing spelreklam Christine to play even more