The gambling advertising laws of Sweden can finally be clarified as a trial concerning the promotional activities of Ninja Casino is underway.
A Swedish court is due to conclude hearings this week into whether the Ninja Casino brand of Global Gaming Ltd is guilty of violating the gambling advertising rules of Sweden. Sweden’s Consumer Ombudsman (KO) filed a lawsuit last year against Global Gaming’s subsidiary Elec Games following concerns about online and offline promotions from the company.
The KO took exception to the online marketing of Ninja Casino, which told customers they could “take home the millions” while offering withdrawals quicker than other gambling sites. Public transport system customers in Sweden also took exception with aggressive promos from Ninja Casino that promised to get cash into players ‘ accounts before they arrived at the next subway station.
At the time, former CEO of Global Gaming, Joacim Möller, said the company had every right to promote its rapid withdrawals, calling it the unique selling point for Ninja.
Sweden’s gambling regulations require licensees to practice’ moderation’ in promotional activity, butoperators who argue that the Spelinspektionen regulatory body has not set clear standards for what constitutes ‘ moderate’ marketing have criticised the vagueness of this criterion.
Local media quoted KO lawyer Gunnar Wikström on Wednesday saying the government hoped that the Ninja trial would set a precedent for what constitutes the red lines for gambling ads. It is estimated that a verdict in the case will be delivered in three weeks.
In June, Spelinspektionen revoked the Swedish license of Global Gaming for anti-money laundering and failures in social responsibility. Local courts dismissed the attempts of the corporation to challenge this revocation, but Ninja remains open to Swedish punters after the transfer of operational control of the site to Viral Interactive Ltd by Global Gaming.
Ardalan Shekarabi, Sweden’s Minister for Public Administration was appointed the country’s social security minister earlier this month, but the government decided that gaming-related issues would accompany Shekarabi to his new position.
Shekarabi told local media that he was “very happy to retain control over gambling issues that he has been focusing on since 2014. Shekarabi also disclosed that in recent months he has witnessed some improvement in approaching their marketing efforts through Swedish-licensed operators.
Shekarabi, who indicated in April that the government considered a complete or partial ban on gambling ads, now claimed to be “very pleased” to have seen gambling ad patterns “going in the right direction both in terms of aggressive tone but also in terms of volume.” Shekarabi said that there had been “a significant change which I welcome.”