Swedish Gambling Authority ends influencer promotion of illegal gambling on Twitch
The action comes as part of an ongoing initiative to curb illegal gambling marketing, particularly content directed at Swedish audiences via digital platforms.
Key points:
– The Swedish Gambling Authority intervened with influencers promoting illegal gambling on Twitch
– All monitored influencers have ceased promotional activity following supervision
The Swedish Gambling Authority (Spelinspektionen) has confirmed that several influencers have ceased promoting illegal gambling activities following targeted supervision by the regulator.
The action comes as part of an ongoing initiative to curb illegal gambling marketing, particularly content directed at Swedish audiences via digital platforms.
According to Spelinspektionen, the influencers in question had been promoting unlicensed gambling operators through streaming services such as Twitch – a platform with significant reach among young users.
Under Sweden’s Gambling Act (2018:1138), marketing of gambling services to Swedish consumers is prohibited unless the operator holds a valid licence.
The Authority’s review found that such content violated national regulations, prompting direct intervention. As a result, the individuals under supervision have now stopped their promotional activities.
No penalties have been reported at this stage, though the Authority emphasised that continued monitoring and enforcement would follow.
Good to know: In its 2025 operational plan, the Swedish Gambling Authority identified youth gambling as a key focus area for regulatory oversight
The agency plans to maintain close scrutiny of influencers and other digital actors to prevent unlicensed gambling promotion and reduce exposure to vulnerable groups.
Sweden’s approach reflects a broader international trend toward stricter influencer marketing regulations in gambling.
Kenya recently implemented similar measures, with the Betting Control and Licensing Board banning celebrities, influencers and content creators from endorsing gambling advertisements. The Kenyan regulations aim to prevent the glamorisation of betting and reduce exposure among minors and vulnerable groups.
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