Swedish operators warned about affiliate marketing strategies

Swedish associations Spelbranschens Riksförbund (SPER) and Branschföreningen för Onlinespel (BOS) have set out a new regulatory code in response to public concerns over aggressive advertising in the newly-regulated market.
The new code sets out nine different areas of action for operators within Sweden, with one of the sections emphasising that operators must adopt an ultimate responsibility for all advertising content produced by third-party partners, such as affiliates or other agencies.
The new measures are set to be adopted by the trade body members by this coming Monday. As part of the new code, operators will be required to implement measures that will prevent their advertisements from being displayed across illicit sites, which includes pornographic or streaming sites.
Following the market opening up in January 1, the country’s gambling regulator Spelinspektionen has cracked down on all operators, setting out guidelines for all licensees to adopt its Spelpaus scheme. The new scheme gives customers access to self-exclusion tools which will limit or prevent access to betting sites and marketing material for a desired length of time.
The new code that has been developed will include a consumer privacy control-dedicated section which will ensure that all operators will follow guidelines by the Swedish Direct Marketing Association, International Chamber of Commerce and Interactive Advertising Bureau for direct marketing.
Marketing materials will require prior consent from consumers, and it is essential that all must include an ‘unsubscribe’ link. In addition to this, it must be made clear by operators that there is no guarantee of winning for customers, while adverts must not encourage excessive play nor contain excessive bonuses.