Ladbrokes have just issued a countersuit against Svenska Spel, claiming that they use false advertising over its claims of social responsibility. Svenska Spel recently filed a lawsuit against Ladbrokes for using their logo type and the phrase “Svenska Spel” which means “English Odds” in their advertising campaign.

If Ladbrokes Bingo lose this fight it could cost them dear as Svenska Spel have asked the court to impose a £1 million pound fine on Ladbrokes for every time that they have used the slogan and phrase in their advertising. Ladbrokes however are not taking this sitting down and are counter suing them for £1 million for every use of their allegedly misleading claims.

Svenska Spel seems to be up against it from all angles at the moment, as the attacks on them and the Swedish gambling monopoly hots up. In the UK it is pretty much a free for all regarding gaming advertising, which means not just one sector of the industry monopolizes this area regarding advertising, the same however cannot be said for other countries where much tighter restrictions are placed on them.

Ladbrokes are also arguing in their counter claim, that the lawsuit placed on them from Svenska Spel, in which they claim to be world leaders in responsible gambling is unfounded, and the use of the word “illegal” when they described foreign operators is defamatory and untrue. Svenska Spel asked the courts to place a temporary injunction on Ladbrokes, to stop them using the slogan and phrase that has caused all this controversy while this case is being heard, but this injunction was rejected by the courts.

It has been said that the CEO for Ladbrokes Scandinavia remains unapologetic regarding this supposed trademark infringement on Svenska Spel, he even went as far as saying the governments income from Svenska Spel is a tax on morals.

The court date has still not been set for these lawsuits, but I am sure it will make for interesting reading a watching when they do take place. Just what the outcome of this will be is anybody’s guess, but Ladbrokes most certainly will not go down without a fight.