Lottery Inspectorate Believes Milk Campaign is Illegal

SWEDEN- The Lottery initiative 'Sweden Cow', set up to support the county's dairy farmers, has been labelled illegal.
calendar icon 8 November 2012
clock icon 1 minute read

The campaign aims to distribute a monthly fee, proportionate to milk volume produced, to dairy famers. However the fee is derived from an illegal method of marketing.

According to the newspaper ATL the multi-level marketing model contravene lottery rules. The Sweden Cow scheme is fine up until the point that the money is passed on to a second party into a funding pyramid.

There are currently no farmers involved in the lottery campaign although Rune Celvinnson is hopeful of reaching 5000 households with the scheme

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