Swedish Regulator Warns Influencers Driving Unlicensed Gambling Promotion

Sweden’s gambling authority, Spelinspektionen, has issued a new report highlighting the ongoing role of social media influencers in channelling Swedish consumers toward unlicensed online gambling platforms. The regulator warns that this activity is “particularly visible in environments popular with young people,” raising serious concerns about both consumer protection and the effectiveness of current enforcement measures.

Channels and Methods

According to the investigation, unlicensed operators employ a wide array of digital strategies, including affiliate link networks, livestreaming sites such as Twitch and Kick, and major social media platforms like Facebook, Instagram, TikTok, Snapchat and X. The report notes that affiliate link farms remain a primary tool, with many short-lived domains that serve thousands of Swedish IP addresses before disappearing and reappearing under new names. Some landing pages use Swedish (.se) domains but redirect users to English-language gambling sites, making it harder to trace the operators’ jurisdiction.

Livestreamers on Twitch and Kick distribute affiliate links and promotional codes, often incorporating giveaways, leaderboards and skin-betting integrations. Spelinspektionen observed that streamers banned from Twitch under stricter rules have migrated to Kick. While large-scale influencer promotions have been reduced by enforcement actions, some influencers have pivoted to international audiences or alternative platforms.

The regulator also flagged the use of semi-private groups on encrypted messaging services like Telegram and Discord, which complicate monitoring. English-language comedy and influencer accounts that have recently started producing Swedish-language content were singled out, as were deepfake advertisements featuring Swedish public figures to lend false legitimacy. Esports sponsorships are considered a growing risk, and programmatic advertising combined with AI tools is being used to bypass publisher blacklists. Additionally, SMS campaigns targeting individuals who have self-excluded via the Spelpaus registry have been reported through the regulator’s tip-off line.

Enforcement and Regulatory Response

Spelinspektionen confirmed that new technical requirements for Spelpaus will take effect on August 1, including marketing-related checks, tighter verification and unique identifiers for licence holders. Influencers will remain a priority for enforcement due to their reach among younger demographics. The regulator reported positive outcomes from several cases opened in 2025. Most notably, in March 2026, an influencer received a 22-month prison sentence for economic crimes linked to unlicensed online gambling promotion – the first criminal conviction of its kind in Sweden.

Looking ahead, the regulator noted that the proposed EU Digital Fairness Act (DFA), expected later this year, may introduce stricter rules on manipulative design and targeted advertising, including tighter restrictions on influencer activities.