Sweden’s international online gambling licensees have referred the state-run former gambling monopoly Svenska Spel to the country’s media watchdog for promoting its products without including responsible gambling messaging.

On Monday, the Branschföreningen för onlinespel (BOS) trade group representing Sweden’s independent online gambling licensees filed a complaint with the Granskningsnämnden media regulator regarding Svenska Spel promoting its Triss, Keno and Lotto products via TV morning shows and other family-friendly programs.

A morning show on broadcaster TV4 includes a regular spot in which guests are invited to play Svenska Spel lottery products, including scratch cards. While the guests are quizzed as to what they’ll do if they strike it rich, BOS notes that these segments don’t include any responsible gambling messaging, as required under the country’s new regulated market rules.

BOS referred to the segments as “clearly promotional” in nature, given the prominence in which Svenska Spel’s product logos are displayed. BOS further notes that Svenska Spel hasn’t denied that it compensates the broadcasters for airing the segments, despite that fact going unmentioned on-air.