The Swedish Gambling Authority (Spelinspektionen) has announced that several influencers have stopped promoting illegal gambling after targeted regulatory action.
This move is part of a broader initiative to combat unlicensed gambling marketing, especially content aimed at Swedish users on digital platforms.
According to the regulator, the influencers had used streaming services like Twitch to promote gambling operators without Swedish licences. Twitch, known for its strong following among younger audiences, has become a key channel for such promotions.
Sweden’s Gambling Act (2018:1138) prohibits the marketing of gambling services to Swedish consumers unless the provider holds a valid licence. After reviewing the content, Spelinspektionen found clear violations of this rule and stepped in to address the issue. Following the intervention, the influencers involved have ceased all related promotional activities.
While no fines or sanctions have been issued at this stage, the regulator warned that it will continue monitoring the space closely. Repeat violations or non-compliance may lead to stricter enforcement.
In its 2025 operational plan, Spelinspektionen identified youth gambling as a critical concern. The authority intends to maintain tight oversight of influencers and digital content creators to prevent unlicensed gambling promotions and reduce risk for vulnerable groups.
This Swedish crackdown reflects a global shift toward stricter regulation of gambling advertisements. Kenya, for example, recently banned celebrities, influencers, and content creators from endorsing gambling platforms. The Kenyan Betting Control and Licensing Board introduced the rule to stop the glamorisation of betting and reduce harm among minors.
Spelinspektionen’s action signals Sweden’s continued commitment to protecting consumers and maintaining a safe, regulated gambling environment.
