As of January 1st, 2019, the Swedish online gambling market became competitive for the first time, by removing the complete gambling monopoly held governmentally owned gambling company Svenska Spel, and allowing other online gambling companies to target the Swedish market. Despite this prior regulated monopoly, foreign online gambling companies still had the ability of targeting Swedish gamblers above Swedish law, if these companies held an EU-licence for gambling. By turning the online gambling market competitive, foreign online gambling companies with a license authorized by the Swedish government, allowed to target Swedish consumers in compliance with the new gambling law. Meanwhile, targeting Swedish consumers without possessing a licence would break Swedish laws. The new Gambling Law SFS 2018:1138 also include a set of foundations for regulations, ethical behaviours, moderate marketing, etc.