Spelinspektionen Tightens Oversight of Unlicensed Gambling Ads Across Digital Platforms

Sweden’s gambling regulator, Spelinspektionen, has intensified its focus on marketing linked to unlicensed gambling, opening several new supervisory cases during the second quarter of 2026. The authority noted that multiple operators adjusted their practices while investigations were underway, allowing the cases to be closed without formal penalties. According to Spelinspektionen, the outcome reinforces the value of early intervention against businesses suspected of operating without a Swedish licence.

The regulator also conducted an analysis of how unlicensed operators attract Swedish players, identifying a range of digital channels used to drive traffic to gambling sites. These include social media, influencer promotions, banner advertisements, SMS messages, and sponsored search results. The analysis found that such advertising is especially prevalent on livestreaming services, gaming platforms, and certain areas of social media, which are widely used by young people and minors, creating elevated risks. Additionally, Spelinspektionen flagged that cookies and other tracking technologies can expose individuals with a known interest in gambling to targeted promotions.

Despite this, the vast majority of gambling advertising in Sweden continues to promote licensed operators, mainly through established traditional channels. Oversight of marketing is split between the Swedish Consumer Agency, which supervises licensed operators, and Spelinspektionen, which handles promotion involving unlicensed businesses. “Marketing is one of several ways for consumers to access unlicensed gambling,” said Spelinspektionen investigator Ewa Gabrielsson. She emphasised that efforts to curb such promotion are a critical component of the regulator’s supervisory work.

Channelisation Report and Regulatory Reform

The enforcement push follows Spelinspektionen’s June channelisation report, which indicated that most gambling occurring outside Sweden’s licensing framework takes place online. The report drew a distinction between operators that actively target Sweden without a licence and internationally accessible sites that accept Swedish users without specifically directing their operations toward the country. This distinction is central to proposed amendments to the Gambling Act. A government memorandum has suggested replacing the current targeting test with a participation test, under which any online gambling accessible to a person located in Sweden would fall under Swedish law. Spelinspektionen said the change would strengthen its ability to act against internationally marketed sites that currently fall outside parts of its enforcement reach.

The regulator plans to use its review of the first half of 2026 to set future enforcement priorities.

Physical Sector Preventive Oversight

In a separate development, Spelinspektionen has extended its preventive supervision across Sweden’s land-based gambling sector. The regulator is examining whether state-owned operator Svenska Spel and 12 commercial venue operators continue to meet the requirements of the Gambling Act after receiving their licences.