Swedish Influencers Halt Illegal Gambling Promotions

Several Swedish influencers have stopped promoting illegal gambling platforms after the country’s gambling regulator, Spelinspektionen, increased its oversight efforts.

No Penalties Issued Yet

The move is part of a larger push by the authority to put an end to unlicensed gambling content aimed at Swedish audiences, with special emphasis on popular digital channels like Twitch.

The streaming platform, widely used by younger demographics with a passion for gaming, had been a primary point of focus in the regulator’s recent investigations.

In April, an investigation from Kulturnyheterna revealed eight out of ten popular Swedish influencers on the streaming platform had been promoting unlicensed casinos to their massive audiences.

As explained by the organization, whose purpose is to “address illegal gambling by reporting suspected crimes and issuing bans against unlicensed operators”, the respective influencers were promoting gambling operators that did not hold Swedish licenses. 

According to the country’s Gambling Act (2018:1138), this is a direct violation, as legislation clearly explains that only operators with an official Swedish license can legally market gambling services to domestic consumers.

After identifying these violations, the authority contacted the individuals involved. Following that intervention, the influencers stopped their promotional activities. 

No official penalties have been issued yet. However, the regulator made it clear that it would not disrupt monitoring and enforcement efforts.

The latest development further proves how the European country is working toward tightening its grip on digital gambling promotion, while particularly focusing on keeping minors and vulnerable groups protected. 

Youth Gambling Oversight, Top Priority 

In its operational plan for 2025, the regulator made sure to mention youth gambling as one of its top priorities, also signaling its ongoing supervision of online personalities who have great power over younger audiences.

The crackdown in Sweden is simply a mirror of the growing concern worldwide regarding the role of influencers in normalising or glamorising gambling. 

Several countries are taking a firmer stance. For instance, Kenya recently introduced a ban on celebrities and content creators endorsing gambling products, as part of an effort by its Betting Control and Licensing Board to limit gambling’s reach among young people and at-risk communities.

Sweden’s current efforts send a clear message: if you’re promoting gambling to a Swedish audience, you must be licensed, or risk being shut down. 

With regulators increasingly focused on influencer behavior, the pressure is on digital content creators to stay within legal bounds.