Online marketing of gambling in Finland and Sweden (OMG)

Principal Investigator: Prof. Matilda Hellman (Uppsala University, Department of Sociology)

Collaborators: Johan Svensson (researcher, Karolinska Institute/Centralförbundet för alkohol-och narkotikaupplysning), Mikaela Lindeman (project coordinator, University of Helsinki), Paula Jääskeläinen (PhD candidate, University of Helsinki), Nina Jokirinne (PhD candidate, University of Helsinki), Robin Nilsson (researcher, Folhälsomyndigheten), Veera Kankainen (PhD candidate, University of Helsinki) and Vilja Männistö (researcher, National institute for health and welfare, THL).

Funding: The Swedish part of the project has been funded by the Swedish Research Council for Health, Working Life and Welfare (Forte) under grant 2017-0174 and by the Swedish Gaming Research Council under grant FO2016-0017. The work has also been funded by the Swedish Research Council for Health, Working Life and Welfare (Forte) under grant 2016-07091. The Finnish part has been funded through a collaboration agreement with the Finnish Institute for Health and Welfare for the implementation of Section 52 of the Lottery Act. Research related to Section 52 is funded by the Ministry of Social Affairs and Health.

Period: 2018 - ongoing

Description: Online Marketing of Gambling (OMG) analyses how gambling operators in Finland and Sweden use social media platforms for commercial communication and image building. The project focuses on the content of the communication and to what extent it changed between the years 2017 and 2020. During this period, Finland and Sweden's gaming policies evolved in opposite directions, with Finland maintaining its gaming monopoly, while Sweden transitioned to a licensed gaming market in January 2019. Finland is likely to transition into a licence system in the near future.

Last modified: 2023-12-15