Spelinspektionen report highlights affiliates and social media as key black market gambling channels

Sweden's gambling regulator, Spelinspektionen, has published a new report mapping the primary channels through which unlicensed gambling operators market to Swedish consumers. The report, released on Monday, identifies affiliate networks, social media platforms, and livestreaming services as the main vectors for promoting illegal gambling, with a particular focus on influencers targeting younger audiences. The findings come ahead of the proposed EU Digital Fairness Act (DFA), expected later this year, which may introduce tighter restrictions on influencer marketing.

Affiliate marketing networks and so-called 'link farms' are singled out as central to the black market ecosystem. The regulator found that many affiliate domains operate only briefly, serving thousands of Swedish IP addresses before disappearing and reappearing under new URLs. Some use Swedish (.se) domain names but redirect users to English-language gambling sites, effectively masking the operator's jurisdiction while still reaching Swedish players. Livestreaming platforms such as Twitch and Kick are also used by influencers to distribute affiliate links and promotional codes; while Twitch has banned several unlicensed sites, Kick has emerged as an alternative for those removed. Enforcement actions have curbed some high-profile promotions, but certain influencers have pivoted to international audiences or alternative platforms.

Social media giants Meta, TikTok, Snapchat, and X are leveraged to spread affiliate links and sponsored posts, often without proper disclosure. The regulator expressed particular concern about English-language comedy and influencer accounts that have recently switched to Swedish-language content, as well as the use of deepfakes featuring Swedish public figures to falsely legitimise advertisements. Programmatic advertising and AI-based tools are helping advertisers circumvent publisher blacklists and obscure campaign intentions, while SMS campaigns targeting Spelpaus-registered self-excluded individuals remain a frequent tip-line issue.

Regarding self-regulation, new technical requirements for the Spelpaus self-exclusion register will take effect from 1 August. These will include marketing-related checks, tighter verification, and unique identifiers for licence holders. The register was already updated in 2023 to offer easier access to guidance and an option for players to extend exclusion periods. The regulator also noted that encrypted messaging channels like Telegram are used to share affiliate links and organise giveaways, and that esports remain a prime area for skin-betting and crypto-casino sponsorships targeting young audiences.

In 2025, Spelinspektionen opened several cases related to influencer promotions and banner advertising, reporting that offending promotions ceased after enforcement interventions. Influencers are prioritised due to their reach among younger demographics. Under Sweden's Gambling Act, promoting unlicensed gambling is an offence. The report highlights a March 2026 criminal conviction in which an influencer received a 22-month prison sentence for economic crimes combined with unlicensed gambling promotion—the first such sentence for online gambling promotion in Sweden.

The European context is also relevant: a cross-party coalition of UK MPs and peers recently urged the UK government to impose specific restrictions on influencers in gambling advertising, reflecting a wider regulatory focus on this channel. The upcoming EU Digital Fairness Act may further tighten rules on targeted advertising that could affect gambling marketing practices.