Ladbrokes, the British gambling company, has launched a countersuit against the Swedish monopoly firm, Svenska Spel, claiming that the latter is falsely advertising the fact that it is ‘a world leader in responsible gambling’. It is also charging that Svenska Spel is defaming all foreign operators by calling them ‘illegal’. 

The new charge comes after Svenska Spel filed a lawsuit in a Swedish court over claims that Ladbrokes is using its trademark name and logo in an advertisement to promote its gambling products. The controversial “Svenska Spel, Engelske Odds” (translated Swedish games, English odds), has irked Svenska Spel, leading to a war of words in the local press before the charges were filed.

Both sides are claiming massive amounts in damages – Svenska Spel demands SEK 1-million every time Ladbrokes uses its slogan, while Ladbrokes is demanding the same every time Svenska Spel makes the alleged false claims.