“Another jackpot at stake, and golden mode for more millionaires.”
This is what it can look like in a text message from the state Swedish Games. In two years, SVT Nyheter’s reporter has received over 100 text messages with gambling advertisements from the company. Customers and support associations for people with gambling addiction testify to the same thing.
– Our help-seekers are bombarded with text messages, not only from Svenska spel but many other gambling companies, says Judith Horvath, adviser at the Gambling Addiction Association in Gothenburg.
“Triggers cravings”
The Public Health Authority believes that gambling addiction and SMS advertising have a connection and that young people are particularly vulnerable. People who registered on the official site spelpaus.se should not receive text messages from gambling companies – but there are signs that this is only a temporary solution.
– When the game stop ends, text messages may come again, this triggers the urge to play. I usually give the advice to change the phone number, says Judith Horvath.
For Jimmie Månsson, today gambling-free for 4.5 years, the gambling addiction went so far that he was forced to sell the house. He calls for greater responsibility from Svenska spel.
– You are deceived by the sums they attract and perhaps think that you should be able to solve your financial problems. The companies know what they are doing, he says.
Millions of customers
In 2022, Svenska spel had approximately 4 million customers. The company does not say how many people receive text messages for competitive reasons, but states to SVT Nyheter that all customers who receive text messages have approved it. Svenska spel emphasizes that the company contacts customers who show signs of “unhealthy behavior” and players who show warning signs should also not receive direct advertising.
– We also have extra measures for young customers. They can play for a maximum of SEK 1,000 a month, and we see that this has a very positive effect, says Svenska spel’s head of sustainability Kajsa Nylander.
Christoffer Strålman at the Spelberoendes förening in Karlstad points out that gambling addiction is enshrined in the Social Services Act and believes that the rules for marketing should be similar to the marketing of alcohol.
– What would the state say if Falcon or Absolut sent direct mail to alcoholics? Asking him.
Hear Jimmie Månsson talk about his gambling addiction and how he got out of it in the clip above.
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