PlayOjo launches responsible gambling campaign in Sweden

3 September 2019

PlayOjo hopes to raise its reputation and profile in Sweden through a new media campaign focused on responsible gambling.

The SkillOnNet-powered online casino is to run a Swedish version of the ‘Thumbs Up’ advertising campaign, which is currently being broadcast in the UK.

The TV, radio and digital campaign focuses on gambling responsibly, and highlights tools offered by PlayOjo such as deposit limits and voluntary restrictions on play, to help players stay in control of their activity.

The advert will be broadcast across the biggest television channels including TV3, TV6, Kanal 5, but not between the hours of 4pm and 9pm to mitigate the risk of underage players seeing the commercial.

“PlayOjo is the fair casino where players are put first, and we wanted to reflect this in our latest advertising campaign in Sweden," PlayOjo head of brand marketing Peter Bennett said.

“The ads really drive home the controls we have in place to ensure that players are properly protected and the tools we give them to continue to play responsibly.

“As per our earlier decision to only advertise on TV in post peak periods, our latest campaign will not be broadcast between 4pm and 9pm each day making PlayOjo the only online casino in Sweden to focus on Responsible Gambling in all its advertising and stop advertising on TV before 9pm.

“We believe our Thumbs Up campaign will help further establish PlayOJO as a leading online casino destination in Sweden and the only truly fair place to play.”

PlayOjo announced earlier this year it would not advertise in Sweden before 9pm so as to avoid promoting its services to young people.

Swedish regulator Spelinspektionen has moved quickly to crack down on what it considers to be excessive advertising by licensees since the market opened in January this year. The Swedish Gaming Market Commission (Spelmarknadsutredningen) is currently in the process of analysing ways to control advertising, that may see a blanket ban on all gambling ads enforced.

The regulator is set to meet with operators on 17 September after trade group Branschföreningen för Onlinespel (BOS) requested an urgent meeting in the wake of a number of operators being fined.