The Swedish Lotteries Act applies only in Sweden, and not in relation to prize promotions operated from abroad. With that said, please note that the Swedish Lotteries Act contains an express prohibition against the promotion of unlicensed gambling services (including chance-based prize promotions), whether organized in Sweden or abroad. Thus, even where a prize promotion is operated from abroad, the Swedish Lotteries Act, and the prohibition against the promotion of unlicensed gambling activities, may apply to advertising and promotional activities carried out locally in Sweden.
Whether the Swedish Marketing Act and the rules will be applicable to marketing targeting Swedish consumers, but operated from abroad, will depend on whether the prize promotion is advertised from an EU/EEA member state or from another country. If the website/services are operated from an EU/EEA member state, the Swedish Marketing Act will not apply and the national regulator will not take action against such promotions. Instead, the rules of marketing in such member states will apply to the marketing. In contrast, if the website/services are operated from another country, for example the United States of America, and targets Swedish consumers, the rules of the Swedish marketing law will apply.
Last modified 10 Feb 2017