Stakeholders’ perspectives on ‘moderation’ in gambling advertising after changes to Sweden’s gambling legislation in 2019

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Author(s): González Díaz, Katya ; Cisneros Örnberg, Jenny ; Reitan, Therese

Journal: International Gambling Studies

Year Published: 2024

Date Added: June 04, 2024

Sweden adopted a new Gambling Act in 2019. A legal requirement is that gambling advertising should be ‘moderate’. The purpose of this study was to examine stakeholders’ views on the notion of ‘moderation’ in gambling advertising. The researchers collected data from 2019 to 2022, including 12 interviews with participants from various stakeholder groups (government, media, industry, and mutual support associations), as well as 6 seminars and 3 press conferences. The researchers identified three main themes: (1) how moderation should be interpreted (i.e., content vs. volume); (2) the importance of guidance around moderation in gambling advertising; and (3) balancing advertising restrictions and freedom of trade/freedom of expression.

Citation: González Díaz, K., Örnberg, J. C., & Reitan, T. (2024). Balancing conflicting interests: Stakeholders’ interpretations of ‘moderation’ in Swedish gambling advertising legislation. International Gambling Studies. Advance online publication. https://doi.org/10.1080/14459795.2024.2323044

Article DOI: https://doi.org/10.1080/14459795.2024.2323044

Keywords: consumer protection ; gambling advertisements ; gambling regulations ; moderation ; online gambling

Topics: Information for Operators ; Online Gambling

Conceptual Framework Factors: Environment - Culture of Social Responsibility ; Exposure - Gambling Setting ; Types - Structural Characteristics ; Exposure - Marketing and Messaging ; Exposure - Accessibility ; Resources - Harm Reduction, Prevention, and Protection ; Gambling Exposure ; Gambling Resources

Study Design: Qualitative: Content Analysis

Geographic Coverage: Sweden

Study Population: A total of 12 gambling stakeholders in Sweden completed semi-structured interviews. Stakeholders included representatives from the government (n=1), industry (n=6), media (n=1), and mutual support groups (n=4).

Sampling Procedure: Participants were chosen within gambling stakeholder groups in Sweden based on their position in the company/organization. Participants were recruited via email. The researchers also analyzed six seminars and three press conferences that were publicly available and representative of the stakeholder groups, as well as relevant policy documents and statements.

Study Funding:

This study was supported by the Forskningsrådet om Hälsa, Arbetsliv och Välfärd.