Reports SWEDEN MARKET - ONLINE


reduced down to eight in the latter part of 2020 due to rising figures.


Te first Covid case in Sweden was reported at the end of January 2020 and had accelerated by mid-March at which time most major national and international sport leagues were halted.


By mid-December a second wave hit hard and Sweden recorded 320,000 cases of Coronavirus and over 7,500 deaths. For a country of just 10.2 million people the death rate per capita is several times higher than that of its Nordic neighbours.


Non-essential travel was suspended for those countries outside of the EU and was extended into 2021. At the height of the crisis in April the number of tourists nights fell by 69 per cent compared to the year before, whilst in May the drop was 57 per cent. Visitor nights spent by Americans, Sweden’s largest non-EU visitor, was down by 88 per cent.


Last year, Sweden saw around 7.4 million tourism arrivals. Stockholm is the heart of tourism with more than 15 million overnight stays last year made up of domestic and foreign visitors, whilst other regions such as Vastra Gotaland (Gothenburg) and Scania (Malmo) are huge attractions.


MATCH FIXING AND ILLEGAL GAMBLING Te Gambling Act allows offshore licenced


operators to advertise with national media if they are licence holders. However, the SGA wanted to crack down on excessive advertising and so formalised a deal with the consumer protection agency, Konsumentverket, to set out advertising guidelines. SPER and BOS put forward their own advertising code of conduct, which outlined nine essential advertising and marketing practices to avoid excessive


“Sweden has invested in a licensing system with 102 operators that offer a high level of consumer protection, they pay around SEK4bn annually in gaming tax, invest in workplaces and staff, sponsor Swedish sports and contribute to Swedish technology know-how.” Gustaf Hoffstedt, Secretary General of BOS


advertising. Tis was criticised by the government as being insufficient.


As a consequence, the government asked the Gaming Market Commission (Spelmarknadsutredningen) to conduct a review of possible restrictions in marketing and advertising of gambling products in a bid to reduce what they consider overly aggressive marketing and advertising. Te proposal was presented on December 14 by investigator Anna-Lena Sörenson.


P46 NEWSWIRE / INTERACTIVE / MARKET DATA


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