EU approves stricter gambling ad rules in Sweden: what it means for iGaming operators
The European gambling industry faces yet another regulatory shake-up. Sweden, known for its strict gambling laws, has received final approval from the European Commission for its new legislation, which introduces tougher restrictions on gambling advertising. For international iGaming operators, this is a clear signal: access to the Nordic markets is becoming increasingly selective and tightly regulated.
Brussels gives the green light as Sweden raises the bar
On 14 March 2025, Sweden notified the European Commission of a package of legislative amendments to its Gambling Act, originally introduced in 2018. The aim: to strengthen control over gambling-related advertising. Following the standard three-month standstill period, the European Commission approved the proposal without raising any objections. This means the new rules will soon come into full effect.
For iGaming operators, this marks a crucial development. Sweden remains one of the most mature and competitive regulated markets in Europe. However, due to its strict legal framework, it is also one of the most difficult to enter without holding a national licence.
Gambling advertising under the microscope: moderation becomes mandatory
At the heart of Sweden’s reform is the tightening of rules governing gambling advertising. The new guidelines clarify and reinforce the existing legal requirement for advertising moderation, already included in the Swedish Gambling Act.
Advertising can no longer be generic or aggressive. It must comply with strict standards of social responsibility. Any form of advertising targeting minors or vulnerable groups is strictly prohibited. Particular attention is given to bonus offers, which have long been one of the most commonly used tools by operators to attract new players. Under the new rules, bonus-related advertising must be clear, transparent, and never misleading.
The Swedish authorities are also introducing a ban on targeting any form of gambling advertisement towards self-excluded players. This measure forms part of the country’s broader strategy to prevent gambling addiction and protect public health.
Licence system: no access for foreign operators without approval
One of the key aspects for B2B stakeholders to note is Sweden’s strict licensing system. The country does not automatically recognise gambling licences issued in other EU countries. Only operators holding a Swedish licence can legally offer gambling services within the country and invest in local advertising campaigns.
While this approach continues to spark debate at the European level regarding the free movement of services, Swedish authorities defend their position by citing the need to protect consumers and ensure a safe, controlled gambling environment.
The implications for iGaming operators and the market
For international iGaming operators, Sweden’s new gambling advertising restrictions present both operational and strategic challenges. Existing operators must review their marketing campaigns to comply with the updated requirements. Those planning to enter the Swedish market must prepare for a demanding licensing process and significant investments to ensure full compliance.
Limitations on bonus offers and strict communication rules will have a direct impact on customer acquisition strategies. At the same time, the risk of penalties for non-compliance is increasing, pushing operators towards greater caution and regulatory alignment.
Industry analysts have also warned that overly rigid regulations could inadvertently encourage unlicensed operators to target Swedish consumers through digital channels that are difficult to monitor. This could undermine consumer protection and damage the integrity of the regulated market.
Sweden as a regulatory test case for Europe’s gambling industry
Sweden’s latest legislative decision is seen by many as a blueprint for other European regulators. Consumer protection, problem gambling prevention, and stricter control over advertising are increasingly central themes across EU markets.
For iGaming operators, anticipating regulatory trends and adapting marketing and business strategies to different jurisdictions is now essential. Sweden remains a key market and a test case for understanding where European gambling regulation may be heading.
This article was originally written in Italian on 23 June 2025.
