The Swedish gambling watchdog, Spelinspektionen, has raised alarms over growing unlicensed online gambling promotions orchestrated by influencers on social media. The report highlights that this troubling trend is prevalent in spaces frequented by younger audiences, prompting concerns over consumer protection.
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Influencer Platforms Under Scrutiny
Spelinspektionen’s latest report delves into the platforms and strategies used by unlicensed operators: livestreaming sites, affiliate link networks, and major social media platforms. These tactics include livestreaming on Twitch and Kick, where influencers distribute affiliate links and promotional codes tied to unlicensed operators. Still, the regulator noted that streamers, who were banned from Twitch due to stricter policies, seem to find refuge on platforms like Kick. Meanwhile, platforms such as Facebook, Instagram, TikTok, and Snapchat are often utilized for spreading affiliate links and promotions. And then there are the dark corners of the internet — encrypted messaging apps like Telegram and Discord, where semi-private groups add another layer of complexity to enforcement efforts.
Emerging Risks and Enforcement Challenges
Investigators revealed that many operators use affiliate link farms, which redirect search traffic to unlicensed casinos. These sites often use Swedish (.se) domains but lead users to English-language gambling sites, making it difficult to pin down jurisdictions. English-language influencer accounts producing Swedish content and deepfake ads featuring Swedish public figures have further complicated enforcement efforts. Still, esports sponsorships have emerged as a rising concern. The regulator identified banners for unlicensed casinos on Swedish websites, often hidden behind paywalls. Programmatic advertising and AI tools are being used to dodge publisher blacklists. On top of that, Spelinspektionen’s tip-off line frequently reports SMS promotions targeting individuals who have self-excluded through the Spelpaus service.
Upcoming Regulatory Measures
Sweden plans to tighten the screws. New technical requirements for the Spelpaus service, including marketing checks and unique IDs for license holders, are set to take effect on August 1. Influencers, given their sway over younger audiences, will be a focal point in enforcement efforts. It’s already showing results — in March 2026, one influencer received a 22-month prison sentence for economic crimes tied to unlicensed gambling promotion, marking the first such criminal conviction in Sweden. Looking ahead, the proposed EU Digital Fairness Act, expected later this year, could introduce stricter regulations on manipulative designs and targeted advertising — potentially affecting influencers as well. The board anticipates a vote on these new measures at their next meeting in early Q4.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
