Sweden Ombudsman Takes Postkodlotteriet to Court

Sweden’s Consumer Ombudsman has brought legal proceedings against Svenska Postkodlotteriet before the country’s Patent and Market Court, alleging that the operator’s advertising failed to meet the responsible marketing requirements under the Gambling Act.

The Consumer Ombudsman is seeking a fine against Svenska Postkodlotteriet should the operator decline to stop the advertising in question.

The authority has raised concerns about several elements of the campaign, including a video depicting money falling over a residential area and gold lettering telling viewers that their postcode could receive SEK 101 million.

According to the Consumer Ombudsman, the combination of major jackpot prizes, images of money and countdown-style advertising placed pressure on consumers and encouraged them to purchase lottery tickets.

The proceedings could provide further clarity on what constitutes moderate gambling advertising under Chapter 15, Section 1 of Sweden’s Gambling Act.

Svenska Postkodlotteriet disputes the Consumer Ombudsman’s assessment and said it welcomes the court’s consideration of the matter.

The operator said in a statement:

“We do not share the Consumer Ombudsman’s assessment and therefore it is good that this is being tested.”

The case comes after separate regulatory measures involving the Swedish gambling authority, Spelinspektionen.