Expekt in Swedish firing line

Hard on the heels of the British government’s decision to lift its ban on broadcasters carrying gambling advertising comes a decision by Sweden’s Gaming Board to crack down on Swedish newspaper Aftonbladet if it published an advertisement for Maltese gambling company Expekt.

The paper would supposedly be in contempt of court should it run the ad. An internet report has quoted the board’s legal advisor as saying: "One wonders how many convictions will be needed for the newspapers to stop publishing these advertisements."

Aftonbladet faces fines if it is found to be carrying advertising from what Swedish law defines as companies prohibited by law from promoting non-authorised gaming companies.

The paper is expected to appeal against the decision though no action has yet been taken by its own legal team.

The relaxation in the UK regards gaming advertising is expected to see an increase in online bingo hall advertising where the industry enjoys a well regulated online bingo environment.

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