Är den svenska spelreklamen etisk? - En etisk analys av svensk spel- och bettingreklam i ljuset av den offentliga debatten
(2025) FEKH29 20251Department of Business Administration
- Abstract
- Title: Is Swedish gambling advertising ethical?
Seminar date: 2025-06-03.
Course: FEKH29, Bachelor’s Degree Project in Marketing, 15 Credits.
Authors: Erik Malmgren, Lucas Friberg, Hussin Alyassiry, Jakob Stigsson.
Advisor: Peter Svensson.
Keywords: Gambling Advertising, Rawls, Nozick, Debate, Ethical Marketing.
Research question: How can Swedish gambling and betting advertising be understood from an ethical perspective through an analysis of the public debate?
Purpose: The study aims to analyze the Swedish debate on gambling and betting advertising in order to highlight how the advertising is perceived from an ethical perspective, with a focus on the moral conceptions of justice expressed in the Swedish public debate.... (More) - Title: Is Swedish gambling advertising ethical?
Seminar date: 2025-06-03.
Course: FEKH29, Bachelor’s Degree Project in Marketing, 15 Credits.
Authors: Erik Malmgren, Lucas Friberg, Hussin Alyassiry, Jakob Stigsson.
Advisor: Peter Svensson.
Keywords: Gambling Advertising, Rawls, Nozick, Debate, Ethical Marketing.
Research question: How can Swedish gambling and betting advertising be understood from an ethical perspective through an analysis of the public debate?
Purpose: The study aims to analyze the Swedish debate on gambling and betting advertising in order to highlight how the advertising is perceived from an ethical perspective, with a focus on the moral conceptions of justice expressed in the Swedish public debate.
Methodology: The study was conducted as a document analysis based on 50 opinion and newspaper articles published between 2019 and 2025. Using a qualitative content analysis, the empirical material was examined to highlight moral reasoning in the debate on gambling and betting advertising. The analysis was based on the stakeholder typology model and the theories of justice by Rawls and Nozick.
Theoretical perspectives: The thesis is based on two theoretical frameworks: the stakeholder typology model, which is used to analyze how different stakeholders are portrayed and categorized in the debate, and the moral philosophical theories of justice by John Rawls and Robert Nozick.
Result: The debate on gambling and betting advertising centers around a conflict between the protection of vulnerable consumers and the freedom of enterprises. Individuals with gambling addictions are viewed as vulnerable, while gambling companies and non-profit organizations emphasize the regulatory and societal benefits of advertising. At the same time, government oversight is perceived as both important and insufficient.
Conclusions: The study demonstrates that the ethical legitimacy of gambling and betting advertising depends on the moral-philosophical framework applied. Rawls emphasizes the protection of vulnerable individuals, whereas Nozick defends market freedom. Given that gambling addiction entails impaired rationality, it appears more reasonable - particularly in light of the Rawls-inspired rhetoric that dominates the public debate - to regard such advertising as unethical rather than ethical. (Less) - Abstract (Swedish)
- Examensarbetets titel: Är den svenska spelreklamen etisk?
Seminariedatum: 2025-06-03.
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 hp.
Författare: Erik Malmgren, Lucas Friberg, Hussin Alyassiry, Jakob Stigsson.
Handledare: Peter Svensson.
Fem nyckelord: Spelreklam, Rawls, Nozick, Debatt, Etisk Marknadsföring.
Forskningsfråga: Hur kan svensk spel- och bettingreklam förstås ur ett etiskt perspektiv genom en analys av den offentliga debatten?
Arbetets syfte: Studien syftar till att analysera den svenska debatten om spel- och bettingreklam för att belysa hur reklamen uppfattas ur ett etiskt perspektiv, med fokus på de moraliska rättviseuppfattningar som uttrycks i den offentliga svenska debatten.
... (More) - Examensarbetets titel: Är den svenska spelreklamen etisk?
Seminariedatum: 2025-06-03.
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 hp.
Författare: Erik Malmgren, Lucas Friberg, Hussin Alyassiry, Jakob Stigsson.
Handledare: Peter Svensson.
Fem nyckelord: Spelreklam, Rawls, Nozick, Debatt, Etisk Marknadsföring.
Forskningsfråga: Hur kan svensk spel- och bettingreklam förstås ur ett etiskt perspektiv genom en analys av den offentliga debatten?
Arbetets syfte: Studien syftar till att analysera den svenska debatten om spel- och bettingreklam för att belysa hur reklamen uppfattas ur ett etiskt perspektiv, med fokus på de moraliska rättviseuppfattningar som uttrycks i den offentliga svenska debatten.
Metod: Studien genomfördes som en dokumentstudie baserad på 50 debatt- och tidningsartiklar publicerade mellan 2019 och 2025. Med hjälp av en kvalitativ innehållsanalys undersöktes det empiriska materialet i syfte att belysa moraliska resonemang i debatten om spel- och bettingreklam. Analysen utgick från intressentmodellen samt Rawls och Nozicks teorier om rättvisa.
Teoretiska perspektiv: Examensarbetet vilar på två teoretiska ramverk: intressentmodellen, som används för att analysera hur olika intressenter framställs och kategoriseras i debatten, samt John Rawls och Robert Nozicks moralfilosofiska teorier om rättvisa.
Resultat: Debatten om spel- och bettingreklam handlar om en konflikt mellan skyddet för sårbara konsumenter och näringsfrihet. Spelberoende ses som utsatta, samtidigt som spelbolag och allmännyttiga föreningar lyfter fram reklamens reglerande och samhällsnyttiga funktioner, medan myndigheternas tillsyn uppfattas som både viktig och otillräcklig.
Slutsats: Studien visar att spel- och bettingreklamens etiska legitimitet beror på vilken moralfilosofisk utgångspunkt som appliceras. Rawls betonar skydd för utsatta, medan Nozick försvarar marknadsfrihet. Eftersom spelberoende innebär nedsatt rationalitet ligger det, i linje med den Rawls-inspirerade retorik som dominerar i debatten, närmare till hands att snarare betrakta reklamen som oetisk än etisk. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9205183
- author
- Malmgren, Erik LU ; Friberg, Lucas LU ; Al-Yassiry, Hussin LU and Stigsson, Jakob LU
- supervisor
- organization
- course
- FEKH29 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- Spelreklam, Rawls, Nozick, Debatt, Etisk Marknadsföring
- language
- Swedish
- id
- 9205183
- date added to LUP
- 2025-07-02 11:08:19
- date last changed
- 2025-07-02 11:08:19
@misc{9205183,
abstract = {{Title: Is Swedish gambling advertising ethical?
Seminar date: 2025-06-03.
Course: FEKH29, Bachelor’s Degree Project in Marketing, 15 Credits.
Authors: Erik Malmgren, Lucas Friberg, Hussin Alyassiry, Jakob Stigsson.
Advisor: Peter Svensson.
Keywords: Gambling Advertising, Rawls, Nozick, Debate, Ethical Marketing.
Research question: How can Swedish gambling and betting advertising be understood from an ethical perspective through an analysis of the public debate?
Purpose: The study aims to analyze the Swedish debate on gambling and betting advertising in order to highlight how the advertising is perceived from an ethical perspective, with a focus on the moral conceptions of justice expressed in the Swedish public debate.
Methodology: The study was conducted as a document analysis based on 50 opinion and newspaper articles published between 2019 and 2025. Using a qualitative content analysis, the empirical material was examined to highlight moral reasoning in the debate on gambling and betting advertising. The analysis was based on the stakeholder typology model and the theories of justice by Rawls and Nozick.
Theoretical perspectives: The thesis is based on two theoretical frameworks: the stakeholder typology model, which is used to analyze how different stakeholders are portrayed and categorized in the debate, and the moral philosophical theories of justice by John Rawls and Robert Nozick.
Result: The debate on gambling and betting advertising centers around a conflict between the protection of vulnerable consumers and the freedom of enterprises. Individuals with gambling addictions are viewed as vulnerable, while gambling companies and non-profit organizations emphasize the regulatory and societal benefits of advertising. At the same time, government oversight is perceived as both important and insufficient.
Conclusions: The study demonstrates that the ethical legitimacy of gambling and betting advertising depends on the moral-philosophical framework applied. Rawls emphasizes the protection of vulnerable individuals, whereas Nozick defends market freedom. Given that gambling addiction entails impaired rationality, it appears more reasonable - particularly in light of the Rawls-inspired rhetoric that dominates the public debate - to regard such advertising as unethical rather than ethical.}},
author = {{Malmgren, Erik and Friberg, Lucas and Al-Yassiry, Hussin and Stigsson, Jakob}},
language = {{swe}},
note = {{Student Paper}},
title = {{Är den svenska spelreklamen etisk? - En etisk analys av svensk spel- och bettingreklam i ljuset av den offentliga debatten}},
year = {{2025}},
}