Swedish influencers stop promoting illegal gambling after regulator crackdown
Several Swedish influencers have halted their promotion of unlicensed gambling operators following direct action by the country’s gambling regulator, Spelinspektionen. The move is part of a wider effort to tighten control over illegal gambling marketing, especially on digital platforms like Twitch, which have strong appeal among younger audiences.
Targeted supervision yields results
Spelinspektionen launched targeted supervision after identifying promotional content linked to unlicensed gambling operators. These activities were taking place mainly on live-streaming services, where influencers had been directing Swedish users to platforms that do not hold a valid Swedish gambling licence.
Under Sweden’s Gambling Act (2018:1138), it is illegal to market gambling services to Swedish consumers unless the operator is licensed by Spelinspektionen. The regulator confirmed that the identified content breached these legal requirements.
As a result of the regulator’s intervention, the influencers in question have now ceased all related promotional activity. While no fines or penalties have been issued at this stage, Spelinspektionen made it clear that enforcement efforts will continue.
Protecting young audiences
Platforms such as Twitch have millions of users, with a significant share of them being teenagers and young adults. The ease with which unlicensed operators can access audiences through influencer partnerships has become a key challenge for regulators worldwide.
In its 2025 operational plan, Spelinspektionen named youth gambling as a top priority. The regulator aims to monitor influencers, streamers and other digital figures more closely to limit the marketing of unlicensed gambling. This includes assessing social media, video content and live streams for compliance.
Growing global trend in influencer oversight
Sweden’s regulatory push reflects a broader international pattern of stricter rules on influencer-led gambling promotions. Kenya recently introduced similar controls through its Betting Control and Licensing Board. Kenyan rules ban celebrities, influencers and content creators from advertising gambling services entirely.
Regulators in the two nations cite increasing alarm about the glamorisation of gambling and its impact on vulnerable groups, including children. By limiting who can promote gambling products and where, regulators hope to reduce the risks of problem gambling and unlawful marketing practices.
The Swedish Gambling Authority has confirmed that while the immediate cases have been resolved without penalties, further monitoring will continue. The regulator has clarified that any further breaches could lead to stronger enforcement actions, including legal consequences.
