The Swedish media earned USD 103.7 million from publishing gambling ads in 2006, despite it being technically illegal in the country. Sweden’s chief legal counsel at the Gaming Board said that it ’hardly felt worthwhile’ reporting cases when nothing happened.

Commenting on the results, Hakan Hallstedt, Sweden’s chief legal counsel at the Gaming Board, said that it ’hardly felt worthwhile’ reporting cases when nothing happened.

Earnings were up by almost USD 37 million compared with 2005.

A spokesperson from Svenska Spel, the state owned gaming company which has seen profits drop since 2004, said: „It’s clear that if we are to be able to defend ourselves against the competition we have to continue to advertise. We can’t shrink our marketing any more.“