BOS (The Swedish Trade Association for Online Gambling) filed a complaint with the regulator after Svenska Spel’s recurring segment on TV4 – which is free in Sweden – saw guests play the company’s Keno and scratchcard products.

By showing people playing its games on TV， the regulator agreed with BOS that Svenska Spel had violated the law by not offering any consumer protection and because the segment should be considered advertising and not free programming.

Furthermore， TV4 are now subject to a fine for broadcasting the segment.

Gustaf Hoffstedt， BOS Secretary General， said of the ruling: “Today’s decision is a victory for thousands of Swedes who want to engage with the gambling market in a safe and regulated manner.

“There should be no confusion about what constitutes gambling advertising or special schemes that circumvent the statutory disclosure requirement for the 18+ age limit or information about the national problem gambling helpline. We are pleased that the Swedish Press and Broadcasting Authority has reached the same conclusion.

“The decision by the Authority will help level the playing field on Sweden’s gambling market. By claiming that the Keno and scratch card segments did not constitute advertising，Free games Svenska Spel was able to promote their monopoly products outside of regular advertising spots， gaining an unfair advantage over its competitors."

Hoffstedt will feature in the upcoming March/April edition of Gambling Insider magazine， as well as the GI Huddle at ICE London.