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New trial in Sweden regarding the right to advertise

Published : February 05, 2008 | Author : editor
Category : News in English | Rating :

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The Swedish highest court has decided to bring up a case that banned newspapers from accepting advertising by foreign online gamingcompanies. Aftonbladets (largest Swedish newspaper) editor said that it is time to open a bottle of champagne according to an interview published in Dagens Industri.

The reason that the case is taken to the highest court is to finally make a clear law that either will open up for advertising, or make sure that the new judgment will be waterproof so no new advertising can be made. Although the Editors at Aftonbladet and Expressen are happy that the former court decision will be tried again, we can’t see this as a victory just yet.

The decision is very important for the Swedish media since private operators spend almost £50 million on advertising in Sweden every year.

What do Sweden want?

We see clear signs in Europe that monopolies will try to do their outmost to protect their income from gambling, we would not be surprised if the new judgment will be a rock hard defeat for private operators. Most likely it will end with a statement that a company will need a license in Sweden in order to be aloud to advertise.

There is a rumor that France already decided to start a license system, and that the operators also have been decided. We have not heard anything about the cost of the licenses except that the tax will be the same as it is for landbased casinos. The operators that the rumors state has been approved are Bwin, Unibet, Betclick and Ladbrokes. There are also rumors that Ladbrokes looks for oddscompilers to work dedicated on French sports, all signs are that a lot of decisions have been made already.

Holland has stated that they will try and ban payments to gamblingcompanes, Germany are fighting and has a law although they not put any power behind it yet. Italy has their license up and running, they ban URLs through their ISPs and have rules that make it very difficult to operate in

Italy

with a demand of customer faxing ID cards etc before they are aloud to place a bet. Spain are also setting up local license in order to generate tax on bets placed by spanish people.

Sweden has done its outmost so far to fight for a monopoly, will the highest court judge against the strategy of the goverment?

Will Sweden starta a license system within a year?, we beleive so, and we also beleive that the licence will be heavily taxed so the private operators need to have the same odds as the swedish monopoly. This is to avoid any losses of income to the goverment.

Will private operators even apply for a license with a taxation like that?

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