Spelreklam och spelberoende - Statens folkhälsoinstitut

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summary 15 of gambling advertising and would prefer that it be outlawed or at least severely restricted. Gambling advertising was criticized on several grounds: for aggravating gambling problems in society, spreading unsound values, and being deceptive. Some thought that the state acts immorally by allowing state-owned gambling companies to advertise widely although gambling is known to be harmful to quite a number of individuals. There were also, however, positive views on advertising among those interviewed. For instance: Swedish gambling advertising is responsible and innocent compared to the advertising of foreign companies, much of it is entertaining and fun, and it sometimes emphasizes positive and social sides of gaming. There is no evident correlation among the participants in the study between the perceived influence of gambling advertising and attitudes towards it. Thus, persons with a negative attitude towards gambling advertising do not judge the advertising influence on themselves to be particularly strong. Vice versa, those who perceive advertising to have a relatively strong influence on themselves do not have a more negative attitude towards it than others. There is, however, an evident correlation between critical attitudes towards gambling advertising and the opinion that it affects other people negatively. Advertising can be likened to the display window of a gambling company. The company’s products are on display, and the tone and messages of advertising convey a sense of corporate values. A company that wishes to appear as a responsible provider of gambling should give high priority to using appropriate advertising. However, there is seldom a simple solution to ethical dilemmas where different interests clash. To many people gambling is entertaining and fun; to some it brings misery. The challenge for gambling companies is to produce advertising that offers fun and entertaining games to be enjoyed in moderation, does not suggest that gambling is a way to make money, and is perceived as reasonable considering the special character of gambling products. A current issue regarding gambling policy in Sweden is whether or not gambling advertising should be subject to specific regulation. It seems reasonable to restrict the volume of advertising games with a high risk of problem gambling, either through regulation or voluntary self-regulation by gambling companies under corporate social responsibility. It is doubtful,
16 spelreklam <strong>och</strong> <strong>spelberoende</strong> – en intervjustudie however, that restrictions of advertising games with a low or moderate risk of problem gambling would help to reduce gambling-related problems in society to any appreciable extent. One benefit of regulating gambling advertising – either within the current monopoly-like system or a possible future licensing system – is increased compatibility between Swedish gambling legislation and European Union laws and principles. Such regulation could be taken as proof of a genuine ambition of the Swedish state to reduce the harmful effects of gambling, which is required if Sweden wishes to enforce other forms of restrictions on the gambling market.
Page 1 and 2: Spelreklam och spelberoende - en in
Page 3 and 4: ©Statens folkhälsoinstitut R 2007
Page 5 and 6: Kapitel 4. Upplevelse av och instä
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Page 20 and 21: 1. INLEDNING: SPELREKLAM OCH SPELBE
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Page 24 and 25: kronor per kund (4). Den senare sif
Page 26 and 27: En undersökning utförd vid Centru
Page 28 and 29: inledning 27 Spel och spelberoende
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Page 32 and 33: inledning 31 Tidigare forskning om
Page 34 and 35: I tidigare publikationer sammanstä
Page 36 and 37: inledning 35 Forskning om beroenden
Page 38 and 39: efter spel: personen känner ett
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Page 42: 2. SPELBEROENDE BERÄTTAR OM REKLAM
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3. ANALYS AV INTERVJU- PERSONERNAS
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upplevelse av och inställning till
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Reklamens värderingar upplevelse a
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• Reklam för Lotto är förknipp
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5. SLUTDISKUSSION
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REFERENSER
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I debatten om svensk spelpolitik fr
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Spelreklam och spelberoende - Statens folkhälsoinstitut

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