Betsson believes that multi-stakeholder dialogue and industry cooperation are key ingredients to define a legal framework that is in the service of public interests, customers, and companies. In the gaming industry, due to the significant differences in regulatory stance from country to country, this cooperation is even more important since it serves as a forum for discussing the different approaches and best practices from other jurisdictions.

Betsson is part of several local and international associations, as presented in the table. At a local level, the associations seek to act as a main point of contact with stakeholders in the relevant jurisdictions. This is particularly important in licensed markets due to the regular updates in local regulation, as well as in markets which are considering a local license regime. In this respect, a Finnish Trade Association for Online Gambling was established in early 2023. This association, which Betsson forms part of, acts as the main point of contact with Finnish stakeholders in view of the ambition of the Government to move to an open licensing model.

At an international level, it is worth mentioning Betsson’s work through the EGBA (the European Gaming and Betting Association), which is the largest international industry association. Examples of joint work include the GDPR Code of Conduct in the Gambling Industry, the Advertising Code of Conduct for the Gambling industry, the AML Code of Conduct and the EGBA Sustainability Report.

Meanwhile, through the EGBA, Betsson is also involved in important legislative processes which directly or indirectly impact the industry, such as the Supranational Risk Assessment report for the EU, the Digital Services Act and current proposals for an EU-wide AML Regulation.

In 2023, Betsson implemented a new compliance management system, which enables a more efficient and transparent management of compliance requirements for all markets. In parallel, Betsson also implemented a Contract Lifecycle Management System, which streamlines Betsson’s internal processes when it comes to the onboarding and management of suppliers.

Betsson’s Internal Rules policy requires a yearly review of the Group’s policy framework. In line with the policy, in 2023 all Internal Rules for Betsson AB have been reviewed and re-adopted by the Board of Directors and the CEO of Betsson AB. The Group’s Internal Rules are managed, reviewed, and amended by a cross functional working group to ensure that Betsson’s Internal Rules framework is kept adequate and up to date. In parallel, the Compliance team reviews policies tied to the operational business to ensure that they meet applicable legal requirements. Work is ongoing to assess whether additional policies are required based on the organisation’s development and growth. The Internal Rules policy is available on the Group’s intranet.

Betsson has zero tolerance for corruption. Fighting corruption is important to Betsson, notably to encourage healthy competition and promote public confidence in the Group as well as in the industry

Betsson conducts yearly risk assessments to evaluate the corruption risks across the Group. The risk assessment is presented to the Board of Directors as well as to the management teams of Betsson AB and Betsson Operations. A summary of Betsson’s anti-corruption policy, where the policy itself was adopted by the Board of Directors, can be found here. Betsson also has an e-learning course in anti-bribery for all employees and contractors.

The anti-corruption policy and the Code of Conduct codify Betsson’s activities to counteract corruption and bribery and clarifies that Betsson must comply with current legislation in this area. Further, they provide guidance as to how managers and employees should respond to gifts and other benefits.

Betsson’s goal is to counteract match fixing in all forms of sports betting. The Group has rigorous control systems in place that collect and analyse data and warn of irregularities. A dedicated Betting Integrity Officer, together with a team of analysts, works on these issues. The Group has also developed a comprehensive global anti-match fixing policy that sets procedures and processes regarding fraud in sports.

The Group is a member of IBIA (International Betting Integrity Association), a global organisation for licensed companies that works towards a high standard in sports betting. Gaming companies cooperate through IBIA by reporting suspicious gaming patterns and sharing data. Cases of suspected malicious betting are reported on the platform which triggers an alert to other operators in the IBIA community. Operators are required to respond to the alert giving details whether the situation outlined in the ticket is suspicious on their side.

Betsson aims to always respond promptly to warnings from IBIA and, where relevant, provide information. If match-fixing is suspected, immediate action is required, for example the closing down of bets on the match. Suspected cases are also reported to local regulators and police in accordance with the rules applicable to the specific jurisdiction.

Betsson is currently working on getting data sharing agreements in place with various sport governing bodies, such as the Tennis Integrity Unit and more.

Further, Betsson takes part in several local networks such as the Swedish Sports Confederation’s agreement between the licensed gaming companies in Sweden regarding data sharing and reporting. As a result of Betsson sharing data, analyses, and discussions about gaming patterns with other operators, the industry can more effectively identify and prevent fraud, while authorities can secure evidence to prove criminal activity.

In addition, Betsson collaborates with the sports betting integrity unit at the Malta Gaming Authority (MGA) by both reporting suspicious betting activity to be shared with other operators and by replying to queries including sharing of data through requests for information where necessary.

Betsson follows globally recognised standards for information security, in addition to complying with local laws and regulations in the markets where the Group holds licences. All employees and contractors must comply with Betsson’s information security policies designed to provide a robust framework to protect the Group’s and customers’ data.

The long-term information security strategy is focused on protecting information and reducing risk across all business areas. This makes it a core component of a continual improvement process, where security is built in by design, resulting in an overall better-quality product offering.

Betsson’s high-level information security policy provides insight into Betsson Group’s information security scope and objectives. A summary of the information security policy can be found here.

Extensive security controls are in place to protect information against unauthorised access and processing, as well as processes and plans to handle any incidents. The Group carries out regular security audits and vulnerability and penetration testing. Betsson has also continued to reenforce the governance and operational security measures in place for protection against unauthorised access or processing of data.

In 2023, Betsson Group was successfully recertified as ISO27001:2013 compliant – the international standard for implementing an Information Security Management System (ISMS). The certification means that Betsson, after evaluation, has been found to comply with the ISO standard’s far-reaching requirements for information security. The certified management system covers more than 80 percent of Betsson’s operations. Suppliers’ information security processes are vetted through the procurement process.

Betsson is also PCI DSScertified for secure card transactions and cooperates with several large banks. The certification means that credit card information is handled securely, and that the Group meets the strict security standards when it comes to processing of payments, withdrawals, and deposits as set out in the PCI DSScertification process.

When joining Betsson and regularly every year, employees and contractors must confirm their abidance by the Group’s Acceptable Use Policy (AUP) for computer use and go through training in information security. In addition, the information security team continuously communicates on the subject.

Betsson is dedicated to protecting customers’ and stakeholders’ privacy. Betsson operates within a framework of various privacy laws, including but not limited to the General Data Protection Regulation (EU) 2016/679.

Betsson’s groupwide data protection and privacy framework is designed to provide extensive guidance on privacy and data protection matters across all operations by laying down responsibilities and governing principles that need to be adhered to by all employees.

Marketing that increases awareness and engagement and supports the business is an important part of Betsson’s commercial toolbox. To build long-term customer relationships and protect the Group’s brands in the long run, it is fundamental that Betsson’s marketing is responsible.

The Chief Commercial Officer and the General Counsel of Betsson Operations are ultimately responsible for ensuring that Betsson approaches marketing in a responsible way and in accordance with local rules and regulations. As local marketing regulation keeps increasing, the Group works continuously to ensure compliance in all jurisdictions where Betsson operates.

Betsson holds Global Gambling Guidance Group (G4) accreditation, which means that the Group complies with G4’s ethical rules as regards advertising, marketing, and sales. In addition to these, Betsson follows locally set guidelines, such as the Code of Conduct on Responsible Advertising for Online Gambling by the European Gaming and Betting Association (EGBA), and the Swedish Gambling Association (SPER) and the Swedish Trade Association for Online Gambling (BOS) guidelines for marketing in Sweden.

Like many e-commerce companies, Betsson uses affiliates, where a third-party company promotes the Group’s gaming sites. Comprehensive agreements between the parties govern how the Betsson brands may and may not be promoted by affiliates. A dedicated team works continuously to assess this cooperation and make sure that the agreements are followed.