Several Swedish influencers have stopped selling unlicensed on-line playing following a regulatory evaluate by the Swedish Gambling Authority (Spelinspektionen). The resolution to halt these actions comes after the Authority intervened as a part of its broader initiative to scale back unlawful playing promotions on digital platforms, significantly these focusing on native audiences.
The influencers had been streaming content material on Twitch—a platform standard amongst youthful demographics—the place they endorsed playing websites not licensed beneath Sweden’s Gambling Act (2018:1138). Under this regulation, advertising and marketing playing providers to Swedish shoppers is prohibited except the operator holds a sound Swedish licence.
Spelinspektionen reported that, following its supervision, all influencers beneath evaluate discontinued their promotional content material. Although no penalties have been issued at the moment, the Authority confirmed that it’s going to proceed monitoring these channels to make sure compliance. In its operational roadmap for 2025, the regulator recognized underage playing and unlawful gaming promotions as high-priority areas, with a specific give attention to influencers and different digital figures.
Twitch within the Spotlight for Casino Advertising
The Authority’s motion follows mounting scrutiny of Twitch in Sweden. Earlier investigations, together with one by Sveriges Television’s Kulturnyheterna, revealed widespread breaches amongst content material creators. In a six-week probe, the investigative group discovered that eight out of ten outstanding Swedish Twitch influencers had actively promoted unlicensed on-line casinos throughout their broadcasts.
The findings confirmed that streamers reached a mixed viewers of round half one million followers—primarily younger males born within the Nineteen Nineties and 2000s—and used direct advertising and marketing techniques equivalent to bonus hyperlinks and verbal calls to motion. Some even concerned viewers in real-time playing selections, additional growing consumer engagement with the video games.
Despite Twitch’s 2022 updates to its neighborhood pointers—banning streams that promote playing websites with out correct licensing—many influencers continued to advertise operators like Stake.com and Roobet.com. Kulturnyheterna submitted its findings to Spelinspektionen, asserting that Twitch had change into the dominant platform for unlicensed playing promotion in Sweden.
Strengthened Enforcement Powers and International Trends
Spelinspektionen’s enforcement efforts have intensified for the reason that Riksdag accepted legislative amendments in 2023. These updates gave the regulator enhanced authority to dam monetary transactions and web entry linked to illicit playing operators. The newly granted powers additionally allow the Authority to concern direct enforcement orders, bolstering its potential to take speedy motion.
Just final week, Spelinspektionen used these powers to block access to a community of unlawful pores and skin playing websites, which have been being promoted primarily by means of Twitch and YouTube. These websites have been operated by firms primarily based in Singapore, Cyprus, and Curaçao, and included Newera Frozen PTE, Aprodi Ltd, and Galaktika NV.
The Swedish crackdown aligns with a rising world pattern. In Kenya, the Betting Control and Licensing Board just lately barred influencers, celebrities, and content material creators from taking part in any gambling-related promoting. These measures goal to scale back playing publicity amongst minors and susceptible teams, mirroring Sweden’s coverage path.
Spelinspektionen has reiterated its stance that selling unlicensed playing providers is unlawful and topic to additional motion. The regulator is predicted to proceed utilizing its enforcement powers to watch influencers and on-line platforms all through 2025 and past.
Source:
Spelinspektionen har granskat influencers, spelinspektionen.se, June 11, 2025
