International edition
September 25, 2021

It was ruled that the firm did not violate the trademark act of Sweden

Ladbrokes wins Swedish case against the Swedish state monopoly

(Sweden).- Svenska Spel filed a law suit against Ladbrokes in 2008 for breach of trademark laws in connection with the Ladbrokes advertising campaign "Swedish games with English odds".


venska Spel claimed that Ladbrokes had misused the Svenska Spel trademark and that only the state monopoly can use the term "Swedish" and "games" for commercial use in advertising and marketing. The Market Court in Sweden ruled yesterday that Ladbrokes did not violate the trademark act of Sweden.

Ladbrokes countered with a law suit against Swedish game (Svenska Spel) for violation of the Marketing Act, for the use of terms such as "Svenska Spel is a world leader in responsible gaming" and "the most effective age verification online." The Swedish Marketing Court ruled in favour of Ladbrokes and Svenska Spel faces a penalty of us$ 109,311 if these statements are used in future marketing activities.

The ruling also noted that Ladbrokes did not sufficiently manage to demonstrate that the use of statements such as "same game" and "major gains" in the Ladbrokes ad campaign 2008 was relevant to the facts, and therefore contrary to the Marketing Act.

Commenting on the result of the case Christopher Bell, Chief Executive of Ladbrokes, said: "This case means that Swedish monopolies cannot extend their power to monopolising language. We will continue to highlight the consumer benefits of a competitive market in betting and gaming in contrast to disproportionate state monopoly laws and actions that restrict competition and choice."

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