Spelinspektionen stops illegal Twitch gambling content

The Swedish Gambling Authority, formally known as Spelinspektionen, has confirmed the successful intervention against several online influencers who had been actively promoting illegal gambling services via the streaming platform Twitch. These influencers, who had sizable followings, were found to be endorsing gambling operators that lacked valid licenses to offer their services within Sweden—a clear violation of the country’s gambling laws.

The regulatory action comes as part of Spelinspektionen’s broader initiative to suppress unregulated gambling content, particularly that which targets Swedish audiences through social media and digital platforms. The move reflects the Swedish government’s commitment to enforcing the Gambling Act (2018:1138), which mandates that only licensed operators may advertise or promote gambling to Swedish residents.

Following the Authority’s supervisory efforts, all identified influencers ceased their promotional activities. This marks a notable success for the regulator, even though no formal sanctions or penalties have been issued to date.

Legal background: Sweden’s gambling regulations

Sweden’s Gambling Act, implemented in January 2019, requires all gambling operators to obtain a license from Spelinspektionen before marketing or offering services to Swedish consumers. The law is designed to protect players from unregulated gambling environments, minimize gambling-related harm, and ensure fair practices within the market.

Importantly, the Act applies not only to companies but also to individuals and entities involved in the promotion of gambling activities. Influencers, streamers, and digital content creators who operate in Sweden or target Swedish audiences are therefore also subject to its provisions.

In the case at hand, the influencers used Twitch—a platform especially popular among teenagers and young adults—to promote gambling services from unlicensed operators. These actions were flagged as particularly problematic, given the platform’s reach among younger demographics and the potential for significant harm.

Twitch as a focal point for gambling-related marketing

Twitch, a live streaming service primarily known for gaming content, has in recent years become a favored channel for a variety of promotions, including those for gambling services. The streaming giant has struggled with balancing free expression and regulation, often relying on user reports and its own moderation systems to police content.

In Sweden, however, the national regulator has taken a more proactive approach by monitoring the platform for signs of illegal gambling promotion. The influence of Twitch personalities—many of whom boast large and loyal followings—has amplified concerns about the accessibility and attractiveness of gambling to younger audiences.

Spelinspektionen’s intervention highlights how digital marketing strategies used by unlicensed operators can potentially circumvent national laws by outsourcing advertising to influencers operating in legal grey zones.

Monitoring, not punishment—for now

In its official statement, Spelinspektionen confirmed that although no formal penalties have been imposed on the influencers so far, continuous monitoring is part of its enforcement strategy. This includes revisiting channels and content creators who have previously violated the law to ensure ongoing compliance.

According to the Authority’s operational roadmap for 2025, influencer marketing remains a high-risk area, particularly when the content is not immediately identifiable as advertising. Stealth marketing, or the blurring of content and commercial promotion, is one of the key concerns for regulators.

Future non-compliance may lead to stricter consequences, including administrative fines or referral to legal authorities. The regulator has stressed that individuals who continue to defy licensing laws will face escalated enforcement actions.

Protecting vulnerable groups from gambling harms

A central objective behind these regulatory actions is the protection of vulnerable individuals—particularly minors and those at risk of developing gambling problems. Influencer-led marketing often blurs the line between entertainment and advertisement, which can make it more persuasive and less detectable as commercial content.

Spelinspektionen's 2025 operational focus includes a targeted campaign to reduce youth exposure to gambling content. This includes engagement with tech platforms like Twitch and TikTok, where underage users are particularly active.

By addressing influencer promotions on these platforms, the Authority aims to reduce normalization of gambling behaviors among youth, an issue flagged by public health officials and social researchers across Europe.

A wider European and global context

Sweden’s actions are in line with broader international trends. Regulatory bodies across the globe are increasingly scrutinizing the role of influencers in the gambling ecosystem.

In Kenya, for instance, the Betting Control and Licensing Board recently introduced regulations that ban celebrities, influencers, and content creators from appearing in gambling advertisements. The objective was to de-glamorize betting and reduce its appeal to vulnerable populations, particularly minors.

Similarly, in the United Kingdom, the Committee for Advertising Practice (CAP) has issued updated guidelines prohibiting individuals with strong appeal to children—such as footballers, YouTubers, and reality TV stars—from appearing in gambling ads.

This global shift reflects a growing consensus that gambling advertisements, especially when channeled through relatable public figures, can have an outsized impact on consumer behavior—particularly among those not legally permitted to gamble.

Cooperation with digital platforms and law enforcement

The Swedish Gambling Authority has indicated its intent to deepen collaboration with social media companies and streaming platforms to enhance enforcement efforts. This includes working with Twitch to identify violators and remove content in breach of the Gambling Act.

Additionally, Spelinspektionen maintains regular communication with law enforcement bodies and the Swedish Consumer Agency to coordinate responses where necessary. This inter-agency cooperation is crucial for tracing operators located outside Sweden’s jurisdiction and limiting their ability to reach Swedish audiences.

Moreover, efforts are underway to establish more effective international agreements to facilitate cross-border enforcement and information sharing.

Risk awareness campaigns and education

Besides enforcement, the Authority is also focusing on raising awareness among influencers and the general public. Educational campaigns have been launched to inform digital content creators about the legal boundaries of gambling promotion and the consequences of non-compliance.

These campaigns emphasize that any individual who markets gambling services to Swedish consumers must ensure the operator holds a valid Swedish license. Ignorance of the law is not considered a viable defense in regulatory investigations.

Creators are also being urged to conduct due diligence before accepting sponsorships or affiliate deals related to gambling, especially when operating on platforms with a significant underage user base.

The road ahead: stronger controls and broader accountability

As digital marketing continues to evolve, so too will the methods used by both regulators and unlicensed operators. Spelinspektionen is actively reviewing its legal framework to ensure that it keeps pace with technological changes and emerging forms of marketing.

Future regulatory amendments may include stricter definitions of “targeting Swedish consumers” and more explicit liability provisions for individuals involved in unlicensed gambling promotion.

In the meantime, the Authority’s stance is clear: influencer marketing in the gambling sector must comply fully with the legal requirements of Sweden. Platforms, creators, and gambling companies are all expected to exercise due caution, transparency, and accountability.

Conclusion

The recent intervention by the Swedish Gambling Authority underscores the country's firm commitment to upholding its gambling laws and protecting consumers—particularly young and vulnerable individuals—from the harms associated with unlicensed gambling. By targeting influencer-led promotions on platforms such as Twitch, Spelinspektionen has taken a necessary and proactive step toward curbing the spread of illegal gambling content in the digital space.

While no formal penalties have been imposed yet, the message is unequivocal: individuals and entities that promote unlicensed gambling services to Swedish audiences will be subject to scrutiny and potential legal consequences. The move reflects not only a national strategy but also an international trend toward more robust regulation of gambling advertising, especially in contexts where social media and influencer marketing play a significant role.

As digital marketing evolves and platforms grow in influence, regulators must remain vigilant and adaptable. Spelinspektionen's current approach—balancing supervision, education, and enforcement—demonstrates a comprehensive strategy designed to ensure that Sweden’s gambling environment remains lawful, transparent, and safe. Going forward, both influencers and operators must exercise greater responsibility and ensure full compliance with legal standards to avoid enforcement actions and contribute to a more ethical digital ecosystem.

FAQs

What action did the Swedish Gambling Authority take regarding Twitch influencers?
The Authority intervened with influencers who were promoting unlicensed gambling operators via Twitch, leading them to stop their promotions.

Is promoting unlicensed gambling illegal in Sweden?
Yes, under Sweden’s Gambling Act, promoting gambling services to Swedish consumers is prohibited unless the operator holds a valid license.

Did the influencers face any penalties?
No penalties have been issued yet, but the Authority stated that continued monitoring and potential enforcement will follow.

Why was Twitch targeted in this case?
Twitch has a large audience of young users, making it a concerning platform for unlicensed gambling promotion, especially to vulnerable groups.

What is Spelinspektionen’s main concern with influencer marketing?
The main concern is the subtle and persuasive nature of influencer marketing, which can normalize gambling for young and at-risk audiences.

Is this part of a broader regulatory trend?
Yes, countries like Kenya and the UK have also introduced measures to restrict or ban gambling advertisements involving celebrities and influencers.

How does Spelinspektionen plan to prevent future violations?
By increasing surveillance, enhancing platform cooperation, and running awareness campaigns targeted at influencers and digital creators.

Are unlicensed gambling operators still accessible to Swedish users?
Yes, through online means, but Sweden is actively working to block and limit access to such platforms through regulatory tools.

Can Twitch itself be held liable for hosting illegal gambling content?
As of now, the focus remains on content creators, but platforms may be asked to enhance content moderation and cooperate with enforcement.

What can influencers do to stay compliant with the law?
They must verify that any gambling service they promote is licensed in Sweden and understand their responsibilities under national legislation.