“Unnecessarily Exciting”: the new Swedish campaign
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26 Dec 2024 •
Reading time: 2 minutes Sweden recently launched a campaign named “Unnecessarily Exciting” to raise awareness of the risks associated with unlicensed gambling operators. The initiative aims to encourage consumers to opt for licensed gambling platforms, thereby ensuring a safer and more responsible experience.
A hard-hitting campaign to raise players’ awareness
Since December 2024, Spelinspektionen, the Swedish Gaming Authority, has been broadcasting two animated videos on social networks. One of them features a man being chased by a polar bear, humorously illustrating the risks of unauthorised sites.
The final message is clear: “If you gamble for money, gamble safely. Choose a gaming company with a Swedish licence.”
This campaign is part of an ongoing effort to have a lasting impact on consumer behaviour.
Clear information on a dedicated website
In parallel, a website updated by Spelinspektionen details the advantages of regulated platforms. Players will find information on payment protection, secure transactions and anti-fraud measures.
The site also points out that winnings made on unauthorised sites are taxable at 30%, while those made on licensed platforms are exempt.
Objective: improving the channelling rate
The aim of this campaign is to increase the channelling rate, i.e. the proportion of players using licensed platforms. The current rate is still below the government target of 90%.
Sweden is following the example of other European countries, such as the Netherlands and Germany, which have adopted similar measures.
It is undeniable that the fight against illegal operators remains a major challenge for the Swedish authorities. A combination of awareness campaigns, tighter regulations and international collaboration could be the key to ensuring a safer and fairer gaming environment for all.
Reactions and outlook
This initiative has provoked a variety of reactions within the gambling industry and among consumers. Some welcome the effort to protect players, while others question the real effectiveness of such campaigns in the face of the continuing lure of unauthorised platforms.Only time will tell whether these efforts will bear fruit and whether Sweden will succeed in achieving its ambitious 90% channelling target.