The Swedish Gambling Authority (SGA) has introduced a fresh campaign focused on responsible gambling, encouraging players to choose licensed platforms.
Titled “Unnecessarily Exciting,” the initiative comprises two brief, animated videos intended to boost awareness of Sweden’s gambling license. The campaign’s goal is to educate gamblers about the dangers of engaging with unlicensed operators while steering them toward legal, regulated options.
In one of the videos, a man encounters a polar bear in the Arctic, after which he appears in an airport, cash in hand, indicating a desirable destination on a globe. The video concludes with the message: “Should you gamble for money, play safe. Choose a gambling company with a Swedish gambling license.”
Starting this December and continuing into 2025, these videos will be shared across social media platforms. Additionally, the SGA has enhanced its website by including more details about the campaign. The site now offers insights into the lack of consumer protections within the illegal market, tips on identifying licensed companies, and information about potential taxes on winnings from illegal operators.
Yvonne Hejdenberg, SGA’s head of communications, emphasized the importance of long-term efforts in building awareness and altering behaviors. “We trust in a concept that can evolve over time, and using animations allows us to communicate effectively and clearly,” she remarked.
A recent report by Swedish horseracing operator ATG suggested that the country’s channelisation rate might be around 70%, falling short of the government’s 90% target. Through the “Unnecessarily Exciting” campaign, the SGA is aligning itself with other regulators from the Netherlands and Germany, who have also initiated responsible gambling campaigns during the festive period.
In related actions, the Netherlands Gambling Authority (KSA) launched its “Get your life back on track, take a gambling break” campaign earlier this week. Similarly, Germany’s federal gambling regulator, the GGL, has issued warnings about the hazards associated with betting with unlicensed operators.
For further information, refer to the original article on [EGR Intel](https://www.egr.global/intel/news/swedish-regulator-launches-pro-channelisation-campaign/).