PlayOJO Cuts TV Ads in Sweden to Reduce Exposure of Underage Players

SkillOnNet-powered gaming company PlayOJO has made a decision to cease certain television advertising activities in Sweden. This comes as a part of the planned efforts to minimize the unnecessary exposure of underage players…

…by maximally reducing inadequate content on TV. Setting more than a positive example to follow, the company is now urging rival brands to take the same measures.

Heavy Ads to Re-Opening

PlayOJO started operating in the certified Swedish market via the SkillOnNet license earlier this year. As far as the company itted, they have d heavily as a part of providing for the re-launched market. However, since the number of people exposed to the potentially harmful content increased drastically…

…the operator decided to turn over a new leaf and reduce excessive marketing. From now on, they will no longer permit its adverts to be broadcast between the hours of 4pm and 9pm. This way they will avoid promoting its services to young people and decrease the potential number of problem gamblers.

Encouraging Rivals

SkillOnNet chief executive, Costas Alexandrou, encouraged other brands to follow PlayOJO’s lead to better protect minors in the market. Commenting on the decision to cut down on adverts, he announced as follows:

“As a responsible, licensed platform provider in Sweden, we aim to moderate our marketing and do everything we can to limit any potential exposure to underage players. The PlayOJO team is now working with TV broadcasters to withdraw the ads. If other online casino operators in Sweden really do care about responsible gambling, they too should review their advertising strategies and schedules and do everything they can to limit potential exposure to those under 18 years of age.”

Besides raising awareness and educating the community constantly, reduced marketing is also a helpful method to enhance protection. Certain bodies in charge of protecting players even impose fines and restrictions on venues that fail to follow this rule.

Establishing Strict Control

Ever since the market opened in January this year, Swedish regulator Spelinspektionen has been focusing on cracking down on what it is evaluated to be excessive and inappropriate marketing. At the present time, the Swedish Gaming Market Commission (Spelmarknadsutredningen) is in the procedure of analyzing ways to control advertising. One of the suggested measures is a blanket ban on all gambling ads. As for PlayOJO…

…it is important to point out that it is not the first operator taking serious steps to reduce its advertising. In April, Sweden’s former gambling monopoly, Svenska Spel, put an end to ads for its online casino for the rest of 2019. This is due to increased concerns that the vertical could result in significant surges in problem gambling in the re-launched territory.

Source:

“PlayOJO cuts television adverts in Sweden”, igamingbusiness.com, June 10, 2019.