The internet gambling industry in Europe is the thing that is much discussed these days especially in connection with continuous efforts of the European Commission to eliminate some state-gambling monopolies. Though, several online casino gambling and betting companies are trying to take matters into their own hands. Ladbrokes is one of the leading betting and gaming companies in the United Kingdom and in Europe. And in spite of the fact that Ladbrokes is an esteemed and established gambling company, the government of Sweden keeps denying foreign online gambling company’s access to their gambling market. Thus, as expected, Ladbrokes has taken on Svenske Spel, the Swedish gambling monopoly and challenged the company in Swedish adverts.

The present dispute flared up between Ladbrokes and Svenske Spel because of a specific ad that Ladbrokes placed in Sweden. The advertisement from Ladbrokes featured the headline “Svenska Spel, Engelska Odds” meaning, “Swedish Games, English Odds.” And now Svenske Spel is blaming Ladbrokes for infringing on Svenske’s trademark.

At this moment Svenske Spel has moved further and threatened Ladbrokes online gambling group with a lawsuit if they don’t remove their advertisement from Swedish publications. To the extent that the Ladbrokes is concerned although, so game is on! Lasse Dilshmann, the Ladbrokes’ CEO at Scandinavia, said, “A lawsuit is a dream for us and we like our odds.”

And this isn’t personal it is a challenge to the existing internet gambling monopoly politics in Sweden, not only against Svenske Spel, but against the idea that merely the state monopoly can garantee “secure and responsible” online gambling.

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