Swedish Gambling Authority Targets Influencers Promoting Illegal Gambling
The Swedish Gambling Authority (Spelinspektionen) has taken action against influencers promoting unlicensed gambling to Swedish audiences. Following the regulator’s intervention, the individuals involved have ceased all such promotional activities.
Focus on Illegal Gambling via Streaming Platforms
Spelinspektionen launched a series of oversight measures in spring 2025 aimed at influencers using online platforms to promote illegal gambling services. The marketing activity, primarily conducted via Twitch, violated the Swedish Gambling Act (2018:1138) when directed at Swedish consumers. Twitch, a platform particularly popular among younger audiences, was identified as the main channel used in these promotional campaigns.
According to Spelinspektionen, all influencers subject to regulatory scrutiny have stopped promoting unauthorized gambling operations following the authority’s intervention. This enforcement action aligns with existing Swedish legislation, which prohibits the promotion of gambling services lacking a Swedish license if targeted at Swedish users.
Regulatory Focus on Youth and Unlawful Gambling in 2025
The Swedish Gambling Authority has stated that youth gambling and unlicensed gambling activities will remain priorities throughout 2025. The agency’s operational plan highlights continued monitoring of digital platforms, including influencers, to curb the promotion of unauthorized gambling. Spelinspektionen confirmed it will proceed with supervisory actions against individuals and entities that violate gambling laws.