Spelinspektionen begins review of Polarlotto practices

The Swedish Gambling Authority, Spelinspektionen, has commenced supervisory proceedings concerning Polarlotto’s telephone-based sales operations. The review aims to determine whether the operator’s practices align with the standards set out in Sweden’s Gambling Act—specifically, Chapter 14, Sections 18 and 19. This supervisory action reflects Spelinspektionen’s ongoing efforts to ensure strict adherence to consumer protection, responsible gambling, and anti-money laundering protocols within the national gambling sector.

Review objectives and legal scope

Spelinspektionen’s inquiry into Polarlotto centers on compliance with legal provisions related to marketing and the sale of gambling services by telephone. The regulator’s mandate includes safeguarding consumers from aggressive or misleading practices, which are prohibited under the Gambling Act. In particular, the review will examine how Polarlotto’s telemarketing activities are conducted, whether they include sufficient transparency, and whether they afford players adequate protection and choice.

Additionally, the supervisory process will investigate Polarlotto’s adherence to Sweden’s legal prohibition on offering gambling on credit. The regulator intends to determine whether the operator offers or facilitates gambling purchases using borrowed funds, which is strictly forbidden under national law. The assessment will also consider the efficacy of Polarlotto’s player verification systems, including whether these systems cross-check with the Spelpaus.se self-exclusion registry—a critical tool used to protect vulnerable individuals from gambling-related harm.

Supervised platforms and operational scope

Polarlotto holds licenses for operating its games via the domains miljardlotteriet.se, polarlotto.com, and polarlotto.se. These websites collectively serve as channels for distributing lottery and similar gambling products, and are all subject to the current investigation. The licensing framework allows Polarlotto to legally market and sell regulated gambling products to Swedish residents, provided it complies fully with relevant legislation.

The current supervisory review will therefore encompass not only the conduct of direct telemarketing agents but also the structural compliance of these digital platforms. Any violations or deficiencies found in either telephone or online operations may lead to formal enforcement measures, including potential administrative penalties, public warnings, or in extreme cases, the revocation of operational licenses.

Spelinspektionen’s growing scrutiny and recent enforcement history

The scrutiny of Polarlotto comes amid a period of intensified regulatory enforcement across Sweden’s licensed gambling market. In recent months, Spelinspektionen has demonstrated a willingness to impose substantial penalties on operators found in violation of anti-money laundering (AML) obligations or consumer protection rules.

Earlier in June, Spelinspektionen imposed collective fines totaling SEK 19 million (approximately USD 2 million) on three high-profile operators: Betsson, Snabbare, and TSG Interactive. Each operator was not only fined—SEK 6.5 million, SEK 5.5 million, and SEK 7 million respectively—but also issued formal warnings due to significant AML failings.

According to Spelinspektionen’s findings, the penalized operators had failed to conduct adequate background checks to determine the origin of their customers’ gambling funds. In Betsson’s case, the regulator highlighted alarming examples, including a 20-year-old customer who made 181 deposits totaling SEK 133,584 in a single month. In another case, a 23-year-old deposited SEK 271,699 over four months, prompting internal risk flags that were subsequently removed by Betsson staff “to avoid disturbing the customer.”

These instances, in the regulator’s view, showcased a systemic failure to implement effective safeguards against money laundering and the potential for abuse by financially vulnerable individuals. The failures also underscored the challenges facing operators in balancing commercial objectives with their social responsibilities.

Regulatory pressure continues to mount

Polarlotto’s investigation is not occurring in isolation but is instead part of a broader regulatory push toward increased compliance oversight in Sweden’s gambling sector. In May 2025, Spelinspektionen fined Spooniker, a subsidiary of the Kindred Group, SEK 10 million for similar AML shortcomings. The regulator concluded that Spooniker, like Betsson, had failed to gather sufficient evidence concerning the sources of players’ funds. The case raised further concerns about the risk of funds originating from criminal activity or being used to support terrorism financing.

These enforcement actions reflect a clear message from Spelinspektionen: the Swedish gambling market must operate with a high degree of accountability, particularly in the areas of consumer protection, financial transparency, and ethical conduct. The regulator’s commitment to upholding these standards is further reinforced by its willingness to impose both financial and reputational consequences for non-compliance.

Transparency and public reporting

Spelinspektionen has confirmed that it will publish the results of its investigation into Polarlotto upon completion of the review. If any breaches are identified, the regulator will make the findings publicly accessible and may take corrective action, which could include official warnings or monetary fines. In cases where violations are deemed particularly serious, Spelinspektionen retains the authority to recommend suspension or revocation of the relevant gambling license.

This transparency initiative is intended to build public trust and reassure both stakeholders and consumers that Sweden’s regulated gambling sector operates with integrity and under close supervision.

Implications for operators and the market

The supervisory action against Polarlotto serves as a cautionary signal to other operators in the Swedish gambling industry. The regulator’s actions suggest that companies can expect increased scrutiny, especially regarding marketing tactics, responsible gambling compliance, and financial risk monitoring.

For Polarlotto, the outcome of this review may have significant implications for its continued operations in Sweden. Should the regulator find non-compliance, the company may need to adjust its business practices swiftly to meet legal standards or risk reputational damage and regulatory sanctions.

Operators across the sector would be wise to view the current proceedings as a reminder to reinforce internal compliance systems, especially in areas like player due diligence, marketing practices, and credit restrictions. Given Spelinspektionen’s current enforcement trajectory, passive or reactive compliance strategies are likely to attract regulatory attention.

Conclusion

Spelinspektionen’s decision to initiate a review of Polarlotto’s telephone-based gambling sales is a reflection of the Swedish regulator’s robust approach to maintaining the integrity of the gambling sector. With increasing attention being paid to responsible gambling, anti-money laundering standards, and the prevention of exploitative practices, licensed operators must remain vigilant and proactive in their compliance efforts.

As Polarlotto’s case unfolds, it will serve as an important indicator of the regulator’s priorities and the evolving standards expected of all entities operating within Sweden’s regulated gambling environment.

FAQs

What is the purpose of Spelinspektionen’s review of Polarlotto?
The review aims to determine whether Polarlotto’s telephone sales practices comply with the Gambling Act, particularly regarding marketing, credit use, and player verification.

What specific laws are being assessed in this investigation?
The review focuses on Chapter 14, Sections 18 and 19 of the Swedish Gambling Act, which address marketing standards and credit bans.

Which websites are included under Polarlotto’s operational license?
Polarlotto is licensed to operate via miljardlotteriet.se, polarlotto.com, and polarlotto.se.

Is gambling on credit allowed under Swedish law?
No, Sweden prohibits gambling on credit. Operators must not allow or encourage players to use borrowed money for gambling purposes.

What is Spelpaus.se and how is it relevant to this case?
Spelpaus.se is Sweden’s national self-exclusion registry. Operators are required to cross-check player data against this system to protect individuals who have chosen to self-exclude from gambling.

What are the possible outcomes of Spelinspektionen’s review?
Depending on the findings, Polarlotto could face fines, official warnings, or potentially the suspension of its license if serious breaches are identified.

How has Spelinspektionen handled similar cases in the past?
The regulator has recently fined major operators like Betsson, Snabbare, and Spooniker for anti-money laundering failures, demonstrating a strong enforcement stance.

Why is Spelinspektionen focusing on telephone sales specifically?
Telephone-based gambling sales may present higher risks for aggressive marketing and consumer vulnerability, making them a priority for regulatory scrutiny.

Can players access the outcome of the review?
Yes, Spelinspektionen has stated it will publish the findings and make them publicly available, including a link to the formal decision.

How can operators avoid enforcement action in Sweden?
Operators should maintain robust compliance procedures, ensure transparent marketing, verify player identities, and avoid offering gambling on credit.