In Sweden, the Consumer Ombudsman has filed a lawsuit against Svenska Postkodlotteriet in the Patent and Market Court, asserting that the lottery operator has breached the Gambling Act's regulations concerning responsible advertising. The Ombudsman seeks a court-imposed penalty on Svenska Postkodlotteriet if it does not halt its advertising practices.
A major concern for the Consumer Ombudsman is a promotional video depicting money raining down over residential areas, along with gold lettering that promises SEK 101 million to the viewer’s postcode. The Ombudsman argues that the portrayal of significant jackpot amounts, visuals of cash, and countdown promotions collectively create undue pressure on consumers to purchase lottery tickets.
This legal challenge could serve to clarify what constitutes responsible gambling advertising under Chapter 15, Section 1 of the Gambling Act. In response, Svenska Postkodlotteriet contests the Consumer Ombudsman’s claims and supports the court's decision to review the matter. In a statement, the operator declared, "We do not share the Consumer Ombudsman’s assessment and therefore it is good that this is being tested." This case is part of a broader regulatory scrutiny that includes earlier actions by the Spelinspektionen gambling authority.
