Last updated on June 14th, 2025
After a direct intervention by the Spelinspektionen, the Swedish Gambling Authority, several online influencers have stopped promoting unlicensed gambling operators.
This move is part of a wider initiative by the Spelinspektionen aimed at battling illegal gambling advertising, especially content that targets Swedish players on digital platforms.
Moreover, the Swedish authority revealed that the influencers in question had been endorsing unlicensed gambling services through streaming platforms such as Twitch, which is particularly popular among younger viewers.
Under the Swedish Gambling Act (2018:1138), only operators that operate with a valid Swedish license are allowed to advertise gambling services within the country, and, as such, any promotion of illegal operators is considered a breach of national law.
Following an extensive supervisory review, the Authority determined that the content by these influencers violated these laws.
Despite not issuing any formal penalties for the time being, the influencers warned by the Spelinspektionen have since stopped their promotional activities.
Moreover, the regulator confirmed that there is ongoing monitoring and potential enforcement actions in the future aimed at continuing to ensure compliance with Swedish gambling laws.
The Spelinspektionen announced in its 2025 operational plan that it plans to prioritize the protection of minors and vulnerable groups, making youth-targeted gambling content a central focus of its regulatory efforts.
Moreover, the Authority has also stated that it plans to monitor influencers and digital content creators in order to limit the reach and appeal of unlicensed, illegal gambling promotions.
This approach is very similar to the one in Kenya, where the Betting Control and Licensing Board recently banned celebrities, influencers, and online personalities from promoting gambling operators.
