Here you can find a list of guidelines which all our affiliates with Swedish traffic need to follow in order to promote our brands. This involves all ads and marketing in the Swedish language and/or sent from a Swedish affiliate and in a format meant to target swedish persons, and/or streamers situated in Sweden streaming from a Swedish IP.

All affiliates who promote our brands in the Swedish market must adhere to the following: 

  • Marketing shall be done in a balanced and factual way.
  • No direct marketing on behalf of L&L Europe, including emails and SMS. Only the license holder has the possibility to query the Swedish national self-exclusion register; Spelpaus, before a sendout, and therefore direct marketing on behalf of the license holder cannot be conducted by an affiliate.
  • No mentions/marketing of lotteries or prize draws
  • No promotion of any bonuses, free spins, free bets or similar – outside of L&L Europe’s own Welcome offer, only available to new players who has not made a deposit and played any of L&L Europe’s games after 1st of January 2019.
  • There cannot be a disproportionate focus on winnings in advertisement.
  • Marketing cannot feature minors, or any person under the age of 18, or who looks under the age of 18. A disclaimer should be placed on each page promoting gambling or betting.
  • Avoid messaged describing deposits and withdrawals as too “quick and easy”, such as ”withdrawals within 5 minutes”, ”superfast”
  • Avoid messages meant to attract particular attention; “Are you looking for excitement?” followed by “Hell yes!”, “You gotta try, New Casino!”
  • Avoid using any wording that implies a sense of urgency, such as ‘’Bet Now!’’ ‘’Play now!’’ ‘’Join Now!’’ etc. Any use of exclamation marks should be avoided. For the avoidance of doubt, kindly refrain from using any phrases similar to the above.
  • Framing techniques, and adverts in the form of pop-ups or takeovers are not allowed.
  • All ads shall contain contact details to a help-organisation that specialises in gambling problems: Stödlinjen: stodlinjen.se (clickable link): 020 81 91 00, as well as a responsible gambling message (Spela Ansvarsfullt).
  • All adverts must contain all significant terms and conditions for any and all offer/s advertised, with full terms immediately accessible only one click away (from the ad).
  • As agreed to upon registration in the Affiliate terms and conditions, you will ensure that you and all of your employees and partners undertake responsible gambling training once per year throughout the term of the Affiliate Agreement

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