The Swedish legal system has just authorised advertising by foreign gaming operators in the media, thus ending the discrimination which formerly existed.

Online gaming operators can now advertise freely in Sweden, in direct competition with Svenska Spel – the holder of the State monopoly.

Following a court appeal, Expressen and Aftonbladet - two Swedish newspapers recently found guilty of accepting advertising for gaming - informed the European Commission that Swedish law obstructed the free movement of trade and services relating to online gaming.

The Swedish Appeal Court found that the Swedish lottery laws contravened certain articles mentioned in European legislation.

For the record, the European Commission had already brought action against Sweden on 31 January of last year with regard to the country’s protectionist laws targeting foreign gambling operators.