A number of Swedish influencers have stopped selling unlicensed on-line playing following a regulatory evaluate by the Swedish Playing Authority (Spelinspektionen). The choice 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 fashionable amongst youthful demographics—the place they endorsed playing websites not licensed below Sweden’s Playing Act (2018:1138). Underneath this legislation, advertising playing companies to Swedish customers is prohibited until the operator holds a legitimate Swedish licence.
Spelinspektionen reported that, following its supervision, all influencers below evaluate discontinued their promotional content material. Though no penalties have been issued at the moment, the Authority confirmed that it’ll 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 selected give attention to influencers and different digital figures.
Twitch within the Highlight for On line casino Promoting
The Authority’s motion follows mounting scrutiny of Twitch in Sweden. Earlier investigations, together with one by Sveriges Tv’s Kulturnyheterna, revealed widespread breaches amongst content material creators. In a six-week probe, the investigative staff discovered that eight out of ten distinguished 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 techniques similar to bonus hyperlinks and verbal calls to motion. Some even concerned viewers in real-time playing selections, additional rising person engagement with the video games.
Regardless of Twitch’s 2022 updates to its group 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 develop into the dominant platform for unlicensed playing promotion in Sweden.
Strengthened Enforcement Powers and Worldwide Traits
Spelinspektionen’s enforcement efforts have intensified for the reason that Riksdag permitted 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 capability to take fast motion.
Simply final week, Spelinspektionen used these powers to dam entry to a community of unlawful pores and skin playing websites, which have been being promoted primarily by Twitch and YouTube. These websites have been operated by firms based mostly in Singapore, Cyprus, and Curaçao, and included Newera Frozen PTE, Aprodi Ltd, and Galaktika NV.
The Swedish crackdown aligns with a rising international pattern. In Kenya, the Betting Management and Licensing Board not too long ago 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 weak teams, mirroring Sweden’s coverage path.
Spelinspektionen has reiterated its stance that selling unlicensed playing companies is unlawful and topic to additional motion. The regulator is predicted to proceed utilizing its enforcement powers to observe influencers and on-line platforms all through 2025 and past.
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Spelinspektionen har granskat influencers, spelinspektionen.se, June 11, 2025
