Sweden’s Playing Authority, Spelinspektionen, has taken decisive motion to halt the promotion of illegal gambling by influencers on Twitch, a platform with a powerful following amongst younger audiences.
The crackdown follows a focused investigation launched in spring 2025, after authorities recognized a number of Swedish influencers utilizing Twitch to advertise unlicensed playing operators to viewers in Sweden.
Beneath the Swedish Playing Act (2018:1138), it’s unlawful to market playing providers to Swedish customers until the operator holds a legitimate license from Spelinspektionen.
The regulator’s evaluate discovered that the influencers’ actions, usually involving direct hyperlinks and bonus affords to unlicensed casinos, violated these nationwide rules.
Throughout reside streams, some influencers not solely marketed unlawful casinos but in addition interacted with viewers in actual time, encouraging participation in video games and sharing promotional hyperlinks.
Following direct intervention by Spelinspektionen, all monitored influencers have ceased their promotional activities related to unlicensed gambling.
Whereas no fines or penalties have been issued at this stage, the authority has made it clear that ongoing monitoring and enforcement will proceed, with the opportunity of stronger authorized actions if violations persist.
Twitch’s attain and interactive options have made it a primary channel for playing operators searching for to entry youthful demographics via influencer partnerships. This has raised considerations amongst playing dependancy researchers and help organisations, who’ve reported a rise in younger individuals searching for assist for gambling-related points.
These teams have referred to as for tighter rules and extra sturdy enforcement to guard weak gamers.
Sweden’s regulatory push is a part of a broader worldwide pattern. Different nations, corresponding to Kenya, have additionally launched strict controls on influencer-led playing promotions, banning celebrities and content material creators from promoting playing providers to scale back publicity amongst minors and at-risk teams.
The Swedish Playing Authority has recognized youth playing and unlicensed playing actions as prime priorities for 2025.
The company’s operational plan consists of continued scrutiny of digital platforms and influencers to forestall illegal playing promotion and minimise dangers to weak audiences. As enforcement efforts intensify, the regulator has emphasised that any future breaches might lead to extra extreme penalties for these concerned.
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