SOURCE: iGaming Business

Lawyers representing Sweden’s State-owned gambling monopoly, Svenska Spel, have threatened UK bookmaker Ladbrokes with legal action over a new advertising campaign.

Launched earlier this month for the Swedish market, the advertisements for sportsbetting carry the slogan "Svenska Spel, Engelska Odds", which translates as "Swedish Games, English Odds".

The Swedish gaming operator is challenging Ladbrokes' use of its typeface and name, over which it claims trademark protection, and is threatening legal action unless the advertisements are withdrawn immediately.

Ladbrokes stated that it was aware of the notice and welcomes the opportunity to defend its campaign in court.

It stated that Svenska Spel does not hold a monopoly on the Swedish language and, therefore, cannot own the phrase "Svenska Spel".

"We are not only challenging Svenska Spel with this," Lasse Dilschmann, Chief Executive Officer for Ladbrokes Scandinavia, told information portal GamingIntelligenceGroup.com.

"We are challenging the politics of gaming in Sweden and informing Swedish consumers that there is an alternative around the corner, which is as secure and responsible as Svenska Spel. A lawsuit is a dream prize for us and we like our odds."

"For a long time, Svenska Spel has insulted its consumers through an illegal economic monopoly and bad odds. To now try and monopolize the Swedish language is even more disappointing. Svenska Spel should be ashamed."

"It is easy to understand why Svenska Spel wants to control the language. When you speak out clearly, it is obvious how bad their offering is. For a State-owned monopoly company I suppose it is natural to try and threaten its competitors into silence."

"Ladbrokes is using our typeface and our company name in a commercial advertising inappropriate gambling," said Andreas Jansson, Information Director for Svenska Spel.

"If they do not stop, we will take this to court."