The Swedish government has published a new bill for re-regulation of the country’s gambling industry, covering a range of areas including player protection and marketing.

Key caveats of the legislation include prohibition of promotion of illegal gambling and advertising of unlicensed gaming. However, bans on televised marketing of legal betting and gaming products are not included.

Additional marketing requirements include an ‘adjusted requirement of moderation’ when advertising games to consumers, a ban on ‘certain direct mail’ and granting the Spelinspektionjen authority with the ability to issue a ‘disruption fee’ to companies in violation of the law.

Responding to the Bill, Sweden’s online gambling trade association BOS noted that the omission of a ban on television marketing was welcome.