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Ladbrokes wins Svenska Spel trademark case

The Swedish Market Court has ruled on the Svenska Spel law suit against Ladbrokes filed in 2008. The suit was instituted against Ladbrokes for breach of trademark laws with reference to Ladbrokes advertising campaign “Swedish games with English Odds”.

The state monopoly claimed that Ladbrokes had misused the Svenska Spel trademark and that only a state monopoly could use the term “Swedish” and “Games” in commercial advertising and marketing.

The court ruled that Ladbrokes did not violate the trademark act of Sweden.

Ladbrokes countered with a law suit against Svenska Spel for violation of the Marketing Act for using terms such as “Svenska Spel is a world leader in responsible gaming” and “the most effective age verification online”.

The Court also ruled in favour of Ladbrokes and Svenska Spel faces a penalty of SEK 750 000 if they use these terms in future marketing activities.

"This case means that Swedish monopolies cannot extend their power to monopolising language” said Christopher Bell, Chief Executive of Ladbrokes. He went on to say, “We will continue to highlight the consumer benefits of a competitive market in betting and gaming in contrast to disproportionate state monopoly laws and actions that restrict competition and choice."

Ladbrokes won a similar case against Danish monopoly Danske Spil recently, who had claimed a breach of primary trademark and marketing law in connection with Ladbrokes' "Danish game, English odds" TV advertising campaign last year.

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