What is BOS?

BOS is an acronym for Branschföreningen för Onlinespel (the Trade Association for Online Gambling). In other words, BOS is an association for gambling companies with an interest in the Swedish gambling market. Other member companies include game developers and other subcontractors.


Who are the members of BOS?

BOS has 21 members that together represent a majority of the Swedish online gambling market. A current list of members is available on this site, see “Our members”.


Can anyone become a member of BOS?

No, BOS is exclusively an association for online gambling companies. Our members need to hold a licensed from the Swedish Gambling Authority. Further, our members need to adhere to BOS’ ethical platform and guidelines for marketing. Members also need to follow decisions made by Reklamombudsmannen concerning marketing.


What does BOS want to accomplish?

BOS promotes a fair gambling market in Sweden. This entails a gambling regulation that treats all actors equally. We would like to see a regulation that enables and promotes game development and attractive products in free competition and in combination with responsible gambling measures.


Why is there a trade association for online gambling companies?

BOS has been established to promote industry interests vis-á-vis politicians, government agencies, the media, etc. BOS is the main industry representative and readily provides knowledge and facts.


What’s your priority right now?

To ensure that the channelization in Sweden is close to a 100 %, i.e. that Swedish gambling consumers choose gambling companies that hold a Swedish license.


Why is there so much advertisement from gambling companies?

Based on developments in other countries, we believe that the level of advertisement purchased in traditional media, such as print and TV, will decrease once a licence system has settled. The reason for this is, among other things, that parts of the advertisement transitions over to sponsoring, to the benefit of the sporting community. Also, we shouldn’t forget that advertisement sales are crucial for the survival of media outlets without public service financing.


What are affiliates?

The gambling industry uses so-called affiliates in their marketing. A gambling company may have several thousand affiliates, which in turn can have hundreds of traffic sources each. Occasionally ads appear on inappropriate or even illegal websites. This problem is not unique for gambling companies but happens to e-commerce companies and other online marketing as well. However, the actors in the gambling industry work proactively and continuously to prevent this by:

  • Clearly stipulating in contracts with affiliates that advertising on inappropriate or illegal sites is not acceptable
  • Shutting down affiliates who break this rule and freezing their payments
  • Immediately removing ads discovered on illegal sites


How does BOS view the use of affiliates by member companies?

The amount of affiliates and sub-sites make it too difficult to manually or digitally deal with all affiliate-related problems. However, the Swedish Trade Association for Online Gambling, where all the major gambling companies are members, have sent out recommendations to its members on how to minimize problems. The goal is to completely eliminate the problems in collaboration with other stakeholders in the advertisement market.


Do you pay taxes in Sweden?

BOS member companies pay an 18 % tax on their gambling surplus.  The gambling surplus is what remains after winners have been cashed out.


Why do you support the licensing system so fervently? 

BOS’s member companies desire order and predictability, which is best achieved when markets are regulated and the companies have clear rules to play by. This eliminates the uncertainty, and companies can operate under equal and predictable conditions.

It’s our belief that everyone involved stands to gain from this, including the gambling companies.


Is it really possible to protect the consumer when gambling takes place on the Internet?

It’s easier to protect the consumers on the Internet, where we know so much more about the gambler than is possible with physical games. Identity control, including age restrictions, is rigorous. In addition, online gambling enables tracking of gambling behaviour. Once a gambler demonstrates a problematic behaviour, companies are able to intervene and offer support and help.


Why do you advocate for the sale of state-owned AB Svenska Spel? Isn’t it a good thing that the sporting community receives the surplus from its activities?

The government is tasked with the unique responsibility of creating the legal framework that the rest of us must abide by. Having the state operate its own gambling company undermines trust in public institutions. It’s never a good idea to be player and referee at the same time.


What does the Swedish sports movement stand to gain from the activity of the gambling companies?  

Several gambling companies have already signed agreements with Swedish sports associations. Since Sweden now has a license system these agreements have been made in competition with many competing gambling companies, to the benefit of the Swedish sports movement. Further, these agreements include educiational initiatives to counter match-fixing.


How do you work against match-fixing? 

Gambling companies that offer sports betting have advanced systems to detect manipulation. When a manipulation is suspected, the betting is immediately stopped and the relevant authorities are contacted (including the European anti match-fixing organization ESSA. When ESSA receives a warning from one their members, all other members are immediately notified about the event in question.

BOS also has a close collaboration with the Swedish Gambling Authority in these questions, and are represented in its match-fixing council.