No Temporary Online Gambling Licenses for Swedish Operators

The Swedish Lotteriinspektionen gaming regulatory agency has given out more than 30 online licenses in 2018. These permits are necessary for online gambling operators to legally provide services to Swedish players starting on January 1, 2019. With its staff under pressure due to the short deadline, the regulator has exceeded expectations, but the licenses awarded represent less than half of the total applications. Some were hoping that temporary online gambling licenses will be awarded to allow more casinos to enter the market at the beginning of the year. This week, the Lotteriinspektionen has announced that no such temporary licenses will be awarded and the operators will have to wait several weeks, if not months.

Consumer Safety is the Top Priority in Sweden

While the Lotteriinspektionen refuses to make any compromises regarding the licensing process, the Swedish Consumer Ombudsman (KO) is always watching. SafeEnt Ltd and their Ninja Casino brand had secured gaming license and were anxiously waiting for the January 1 deadline. However, excessive enthusiasm has apparently brought them into the crosshairs of the KO for failing to follow marketing regulations. The Consumer Ombudsman accused the company of using misleading phrases and aggressive commercials instead of exercising moderation in gambling advertising.

Other gambling operators are watching with great interest how this legal battle unfolds and are waiting for its conclusion. The fact that the Consumer Ombudsman was so prompt in sanctioning unethical behavior should keep other gambling operators on their toes. Licensed Swedish casinos should refrain from using phrases that could have a negative effect on the most vulnerable categories of players.