The Consumer Ombudsman of Sweden has taken legal action against Svenska Postkodlotteriet in Sweden’s Patent and Market Court, citing alleged violations of the Gambling Act regarding responsible advertising. The Ombudsman seeks a court order to impose a fine on the lottery operator if it does not halt its advertising practices.
The concerns raised by the Consumer Ombudsman highlight certain elements of the company’s advertising campaign. Notably, a video featuring money cascading over residential areas and promotional messages suggesting that a viewer’s postcode could win SEK 101 million have come under scrutiny. The Ombudsman argues that these tactics, including the portrayal of substantial jackpot prizes and countdowns, create undue pressure on consumers to purchase lottery tickets.
This case could clarify what constitutes moderate gambling advertising as defined by the Gambling Act, specifically Chapter 15, Section 1. In response, Svenska Postkodlotteriet has stated that it disagrees with the Consumer Ombudsman’s view and welcomes the opportunity for the court to assess the issue. A representative for the operator said, "We do not share the Consumer Ombudsman’s assessment and therefore it is good that this is being tested." This legal dispute comes on the heels of separate actions taken by the Spelinspektionen gambling authority.
