Spelinspektionen relaunches youth gambling awareness campaign

The Swedish gambling authority, Spelinspektionen, has unveiled a renewed edition of its public awareness initiative, “With your future at stake”, aimed at preventing gambling issues among young adults. The campaign, which first debuted last year, aims to educate and inform 18-25-year-olds about the potential risks associated with gambling and encourage responsible gaming behaviors.

The announcement coincided with the release of the regulator’s annual channelisation report, highlighting ongoing challenges in steering Swedish gamblers toward licensed operators. By combining public education with regulatory oversight, Spelinspektionen aims to create a safer and more controlled gambling environment for young adults in Sweden.

Campaign objectives and collaboration

The relaunch of “With your future at stake” underscores Spelinspektionen’s commitment to preventing problem gambling among youth. The campaign focuses on spreading awareness about the risks associated with early gambling habits and the potential long-term financial consequences.

In implementing the initiative, Spelinspektionen is collaborating with several key public institutions, including the Public Health Agency of Sweden and the Swedish Enforcement Authority. The cooperation aims to ensure that messaging is both accurate and actionable for the target audience.

Camilla Rosenberg, Director General of Spelinspektionen, highlighted the critical role of strategic timing and effective outreach:

“Young adults are a group that is particularly vulnerable. Through the campaign, we want to reach them at the right time and provide tools for them to make conscious decisions about their gambling.”

By integrating insights from public health and law enforcement agencies, the campaign seeks to address gambling not merely as an entertainment activity but as a potential public health concern with financial and social repercussions.

Key facts highlighted by the campaign

The campaign focuses on several core facts intended to educate young players:

• Early gambling increases the likelihood of future gambling problems. Starting to gamble at a young age has been linked to higher risks of developing compulsive gambling behaviors later in life.
• Significant youth debt exists in Sweden. More than 31,000 individuals aged 18-25 currently have debts registered with the Swedish Enforcement Authority.
• Financial impact is substantial. The combined debt of this age group exceeds SEK 1.9 billion (approximately $200 million), highlighting the tangible consequences of problem gambling among young adults.

These figures are intended to create awareness not only among young people but also among parents, educators, and other stakeholders who can support responsible gambling practices.

Multi-channel approach for maximum reach

The 2025 campaign relaunch is strategically timed to coincide with the start of the academic year, aiming to engage young adults as they transition back into structured routines. Messaging will be disseminated through a combination of social media platforms, digital advertising, and other online channels, which are highly frequented by the 18-25 demographic.

The campaign will also utilize educational materials that provide practical guidance on identifying signs of problem gambling, seeking support, and accessing financial counseling if needed. By leveraging multiple channels, Spelinspektionen aims to maximize the visibility and impact of its awareness efforts.

Link to channelisation report

The campaign’s relaunch comes on the same day that Spelinspektionen published its annual channelisation assessment, offering insight into how effectively Swedish gamblers are being directed to licensed operators. The report revealed that the country’s overall gambling channelisation rate stands at 85%, falling short of the policy target of 90%.

The channelisation rate indicates the share of gambling conducted through licensed operators compared to unlicensed platforms. While betting activities exceeded targets, with a channelisation rate of 92-96%, online casino participation lagged significantly behind, reaching only 72-82%.

The gap suggests that a notable percentage of Swedish gamblers continue to engage with unlicensed platforms, raising concerns about consumer protection, fairness, and the potential for problem gambling.

Industry reactions

Industry stakeholders have expressed concern over the report’s findings. Gustaf Hoffstedt, Secretary General of the Swedish Trade Association for Online Gambling, described the results as “unacceptable.” He stressed the importance of effective regulation and public awareness campaigns to guide players toward safer, licensed gaming environments.

Hoffstedt highlighted the dual responsibility of both regulators and operators: ensuring that gambling products are offered responsibly while providing clear information and support mechanisms for individuals at risk of problem gambling.

The public health perspective

Public health experts have long emphasized that young adults are particularly susceptible to gambling-related harms. Studies indicate that the 18-25 age group is more likely to engage in risk-taking behaviors and may lack the financial literacy needed to manage gambling losses effectively.

By involving the Public Health Agency of Sweden, the campaign incorporates evidence-based strategies to educate young people about the consequences of excessive gambling. It also promotes preventive measures such as self-exclusion tools, budget management, and early intervention services for those showing signs of gambling problems.

Legal and regulatory context

Sweden operates a tightly regulated gambling market, where licensed operators are required to adhere to strict compliance and responsible gambling standards. Spelinspektionen’s campaigns and reporting are part of a broader strategy to maintain market integrity and safeguard consumers.

The regulator’s approach emphasizes proactive communication and education, aiming to prevent harm before it escalates into financial or social crises. The channelisation report, combined with targeted campaigns like “With your future at stake”, reflects a comprehensive framework of oversight, prevention, and public accountability.

Moving forward

As the campaign rolls out through the autumn, Spelinspektionen plans to monitor engagement levels, assess the effectiveness of its messaging, and adapt strategies based on feedback and observed outcomes. This iterative approach ensures that campaigns remain relevant and impactful for the intended audience.

In addition to raising awareness, the regulator hopes to influence behavior, encouraging young adults to gamble responsibly and choose licensed operators. By doing so, the campaign contributes to a safer, more transparent gaming environment and reduces the risk of long-term financial hardship among young players.

Conclusion

The relaunch of “With your future at stake” represents a continued commitment by Spelinspektionen to safeguard young adults from gambling-related harms. By highlighting key risks, providing educational resources, and collaborating with public health and enforcement authorities, the campaign seeks to empower young individuals to make informed choices about gambling.

At the same time, the release of the channelisation report underscores ongoing challenges in directing Swedish players toward licensed platforms, highlighting the need for both regulatory oversight and public education. As Sweden navigates these issues, campaigns like this play a vital role in promoting responsible gambling and protecting the financial and social well-being of young adults.

FAQs

What is the aim of the “With your future at stake” campaign?
The campaign aims to raise awareness about problem gambling among 18-25-year-olds and provide tools for making responsible gambling decisions.

Who is the target audience for the campaign?
Young adults aged 18-25 are the primary focus due to their increased vulnerability to gambling-related harm.

Which organizations are collaborating on the campaign?
Spelinspektionen is working with the Public Health Agency of Sweden and the Swedish Enforcement Authority.

When will the 2025 relaunch of the campaign begin?
The campaign is scheduled to start at the beginning of the school year and continue through autumn.

What key facts does the campaign highlight?
It highlights early gambling risks, youth debt exceeding SEK 1.9 billion, and the number of young people with debts registered by the Enforcement Authority.

What is the Swedish gambling channelisation rate?
As of 2025, the channelisation rate is 85%, below the target of 90%, with online casino falling behind at 72-82%.

Why is channelisation important in gambling regulation?
Channelisation helps direct players to licensed operators, ensuring consumer protection, fairness, and regulatory compliance.

What is the role of Spelinspektionen in Sweden?
Spelinspektionen regulates licensed gambling operators, monitors compliance, and promotes responsible gambling practices.

How does the campaign aim to reach young adults?
Through social media, digital advertising, and educational resources, the campaign targets platforms and channels frequented by the 18-25 demographic.

What steps can young adults take if they have gambling problems?
They can use self-exclusion tools, seek financial counseling, access public health resources, and utilize support services offered by licensed operators.