A court case is looming in Sweden involving the state-owned gambling operator, Svenske Spel and the English-based company, Ladbrokes, after the latter directly challenged Svenske Spel’s monopoly in the local market through a controversial new advertising campaign. Svenske Spel claims that the wording of the advertisement - “Svenske Spel, Engelska Odds”, or Swedish Games, English Odds – made illegal use of its trademark name, and used the same typeface.

Following threats of legal action, Ladbrokes said: “For a long time, Svenska Spel has insulted its consumers through an illegal economic monopoly and bad odds. To now try and monopolise the Swedish language is even more disappointing.  Svenska Spel should be ashamed. It is easy to understand why Svenska Spel wants to control the language. When you speak out clearly, it is obvious how bad their offering is. For a state-owned monopoly company I suppose it is natural to try and threaten its competitors into silence.”