Several Swedish influencers have stopped promoting unlicensed online gambling following a regulatory review by the Swedish Gambling Authority (Spelinspektionen). The decision to halt these activities comes after the Authority intervened as part of its broader initiative to reduce illegal gambling promotions on digital platforms, particularly those targeting local audiences.
The influencers had been streaming content on Twitch—a platform popular among younger demographics—where they endorsed gambling sites not licensed under Sweden’s Gambling Act (2018:1138). Under this law, marketing gambling services to Swedish consumers is prohibited unless the operator holds a valid Swedish licence.
Spelinspektionen reported that, following its supervision, all influencers under review discontinued their promotional content. Although no penalties were issued at this time, the Authority confirmed that it will continue monitoring these channels to ensure compliance. In its operational roadmap for 2025, the regulator identified underage gambling and illegal gaming promotions as high-priority areas, with a particular focus on influencers and other digital figures.
Twitch in the Spotlight for Casino Advertising
The Authority’s action follows mounting scrutiny of Twitch in Sweden. Earlier investigations, including one by Sveriges Television’s Kulturnyheterna, revealed widespread breaches among content creators. In a six-week probe, the investigative team found that eight out of ten prominent Swedish Twitch influencers had actively promoted unlicensed online casinos during their broadcasts.
The findings showed that streamers reached a combined audience of around half a million followers—primarily young males born in the 1990s and 2000s—and used direct marketing tactics such as bonus links and verbal calls to action. Some even involved viewers in real-time gambling decisions, further increasing user engagement with the games.
Despite Twitch’s 2022 updates to its community guidelines—banning streams that promote gambling sites without proper licensing—many influencers continued to promote operators like Stake.com and Roobet.com. Kulturnyheterna submitted its findings to Spelinspektionen, asserting that Twitch had become the dominant platform for unlicensed gambling promotion in Sweden.
Strengthened Enforcement Powers and International Trends
Spelinspektionen’s enforcement efforts have intensified since the Riksdag approved legislative amendments in 2023. These updates gave the regulator enhanced authority to block financial transactions and internet access linked to illicit gambling operators. The newly granted powers also enable the Authority to issue direct enforcement orders, bolstering its ability to take rapid action.
Just last week, Spelinspektionen used these powers to block access to a network of illegal skin gambling sites, which were being promoted primarily through Twitch and YouTube. These sites were operated by companies based in Singapore, Cyprus, and Curaçao, and included Newera Frozen PTE, Aprodi Ltd, and Galaktika NV.
The Swedish crackdown aligns with a growing global trend. In Kenya, the Betting Control and Licensing Board recently barred influencers, celebrities, and content creators from participating in any gambling-related advertising. These measures aim to reduce gambling exposure among minors and vulnerable groups, mirroring Sweden’s policy direction.
Spelinspektionen has reiterated its stance that promoting unlicensed gambling services is illegal and subject to further action. The regulator is expected to continue using its enforcement powers to monitor influencers and online platforms throughout 2025 and beyond.
Source:
Spelinspektionen har granskat influencers, spelinspektionen.se, June 11, 2025
