Spelpaus.se awareness campaigns
Swedish government and Spelinspektionen (Swedish Gambling Authority) campaigns in 2019-2021 promoting Spelpaus.se, the national self-exclusion register: a December 2019 outdoor, print and digital push, a government-commissioned summer 2020 campaign on TV, websites and social media, and a November 2020 - January 2021 online banner wave of 13 messages aimed at women, relatives of problem gamblers and people whose first language is not Swedish.
- Years
- 2019–2021
- Country
- Sweden
- Budget
- December 2019 push: SEK 2.5 million (trade press search summary; check).
- Topic
- Gambling
- Asks people to
- Seek helpStart
- Strategy
- Policy pairedService link
- Channel
- OutdoorPrintSocial (paid)TVWebsite
- Audience
- AdultsOnline gamblers; the late-2020 wave targeted women, relatives of problem gamblers and people whose mother tongue is not Swedish.
Evidence
Self-reportedUnknown
Regulator-reported: awareness of Spelpaus.se among online players rose from 54% to 71% between surveys; self-excluded people rose from about 52,000 (June 2020) to 58,000 (November 2020). An independent analysis of the Swedish longitudinal gambling study (González Díaz 2025, n=6,720) found awareness varied by income, education and birthplace, with online gamblers born outside Europe half as likely to be aware; it did not evaluate the campaigns.
Sponsor (who paid)
- Spelinspektionen (Swedish Gambling Authority) Foreign government, creator
- Government of Sweden Foreign government, commissioned the summer 2020 campaign
Credits (who made it)
Not recorded yet.
Sources
- Spelinspektionen documents Spelpaus awareness drive (CasinoBeats, 17 Nov 2020) news · 2020
- González Díaz K et al. Who is getting the message? Sociodemographic factors and gambling behavior associated with awareness of the Swedish national self-exclusion registry Spelpaus.se. J Gambl Stud 2025 reference · 2025 · DOI 10.1007/s10899-024-10357-9 · PMID 39373779
Research notes
Drafted by Claude (Claude Code) on 2026-10-28 for #130 from the sources listed; unreviewed, including the cardSummary. The December 2019 campaign and its budget are from a search-result summary of CasinoBeats (2019-12-16, not opened). The 54% to 71% figure lacks survey details in the source; check. targetBehavior 'start' stands for 'start a self-exclusion'. 'policy-paired' because it promotes a register created by the 2019 Gambling Act.
Record cases/se-spelpaus-awareness-campaigns.json, updated 2026-10-28· Link to this campaign