The Swedish gambling regulatory authority, Spelinspektionen, has recently taken action to explicitly prohibit several internet celebrities on platforms such as Twitch from promoting unauthorized gambling content. This is one of the important measures to combat illegal gambling marketing and protect Swedish audiences, especially the youth.
According to the information released by the regulatory authority, these influencers promote unlicensed gambling operators via the streaming platform Twitch, which is extremely popular among young people in Sweden and has a wide influence.
Under the Swedish Gambling Act (2018:1138), any business without a valid Swedish gambling license is not allowed to advertise or promote to consumers in the country. The regulatory body has reviewed and confirmed that the actions of some influencers violate this regulation, hence the intervention. Currently, the involved parties have ceased the activities in question.
Although specific penalties have not yet been announced, Spelinspektionen stated that it will strengthen monitoring of such activities and is prepared to take enforcement actions when necessary.
It is noteworthy that Spelinspektionen has included youth gambling and illegal influencer marketing as key areas of work in its 2025 regulatory plan, planning to remain highly vigilant against gambling promotions by social media influencers, content creators, and other digital channels.
Sweden's measures are also in line with international trends—several countries, including Kenya, are intensifying the regulation of gambling advertisements. Kenya has recently banned celebrities and influencers from endorsing gambling brands, aiming to prevent misleading the youth and reducing the exposure of vulnerable groups to gambling content.
