Sweden Seeks to Cut Off Digital Marketing Routes for Illegal Gambling

Regulator Targets Unlicensed Gambling

The Swedish Gambling Authority, Spelinspektionen, has continued to take action against operators suspected of offering gambling without a Swedish licence. During Q2 2026, the regulator opened several enforcement cases. Some operators made changes during the review, which the authority considered sufficient to conclude the cases.

The regulator has also examined how these sites reach Swedish players. It found that marketing provides one of the routes into the illegal market. Broader market data shows the importance of online promotion, with advertisements (60%), search engines (50%), and app notifications (45%) among the main ways people discover gambling brands.

The Main Channels of Illegal Traffic

Unregulated gambling sites use a network of digital channels to attract local players. These methods include short-lived affiliate websites, sponsored articles, social media posts, and esports sponsorships. Many of these affiliate websites disappear after just a few months, making it incredibly difficult for authorities to track down the owners or block their domains.

On Twitch and Kick, influencers use livestreams to promote unlicensed gambling. They may share casino links, bonus codes, and competitions with viewers. Discord groups make this activity harder to see. People can use them to discuss deposits or ways to bypass location blocks.

Spelinspektionen therefore targets the businesses and individuals that help illegal operators reach Swedish players. Many advertisers and influencers operate within Sweden, so the regulator can contact them and take enforcement action more easily.

Sweden Plans Broader Gambling Controls

Sweden’s action against black-market traffic also supports its wider player protection goals. In July, the country introduced a new 10-day Spelpaus self-exclusion option, giving players a shorter alternative to the existing one-month break. 

Still, international marketing can expose vulnerable players to gambling sites outside the Swedish licensing system. The current law limits the authority’s reach and applies only when an overseas operator specifically targets local consumers. The regulator cannot act just because people in Sweden see its ads or use the site.

The government wants to replace this system with a participation-based rule. Under the proposal, Swedish law would cover any online gambling site open to players in Sweden. If Parliament approves the change, the new rule will take effect on January 1, 2027.