In an effort to curb problem gambling, Sweden’s state gambling operator is making a big move. Svenska Spel has pledged to stop advertising its online casino for the rest of 2019, local media outline Resumé reports.

The operator is promising it will not advertise any of its channels, following an internal discussion regarding how it can best protect customers. CEO Patrik Hofbauer said of the decision:

“Svenska Spel has always pushed the line that all the games in the licensed market risk should be classified based on risk levels, and that stricter rules should apply for the more risky games, both in terms of design and marketing. By ending advertising for online casino, we are now taking the plunge.”

This doesn’t impose any kind of blanket ban on advertising though, and many private operators, now under the new regulatory regime in the country, will be free to continue with their current marketing plans.