Sweden’s Ministry of Finance has proposed changes to the way gambling is advertised within the country, with new rules set to come into effect in July 2022 to require “special moderation”, as is already required in alcohol ads.

The amendments to the gambling act call for “special moderation” in ads, with the intention of classing gambling similarly to alcohol due to addiction risks. Currently, law simply calls for “moderation”.

The amendments have been put out for consultation, with responses due by 14 October.

First suggested in Sweden’s Gambling Market Inquiry, the proposal suggests that gambling marketing should be exempt from the Freedom of Expression act, as it contains a commercial element which means it should be regulated by ordinary law.