Sweden’s gambling regulator has warned that influencers, affiliate marketers and social media platforms remain among the biggest drivers of unlicensed online gambling promotion, as authorities step up efforts to protect consumers and curb black-market activity.
In a newly published market analysis, Spelinspektionen said illegal gambling operators continue to rely on influencers, affiliate websites, livestreaming platforms and social media to reach Swedish players, particularly younger audiences. The regulator said these marketing tactics have become increasingly sophisticated, making enforcement more challenging.
According to the report, affiliate networks and so-called “link farms” are frequently used to redirect Swedish users to unlicensed casinos. Many of these websites operate only briefly before disappearing and reappearing under new domains, while some use Swedish “.se” web addresses to appear local before forwarding visitors to overseas gambling sites.
Livestreaming services, including Twitch and Kick, were also highlighted as key distribution channels for affiliate links, promotional codes and casino giveaways. While Twitch has removed several unlicensed gambling operators from its platform, the regulator noted that some promoters have migrated to Kick or shifted their content toward international audiences after enforcement action.
The regulator also identified widespread use of platforms such as Meta, TikTok, Snapchat and X to circulate sponsored gambling content, affiliate links and undisclosed advertisements. Of particular concern were English-language influencer accounts that have recently begun producing Swedish-language content, as well as AI-generated deepfake advertisements featuring well-known Swedish personalities to increase credibility.
Beyond social media, Spelinspektionen found that encrypted messaging apps like Telegram are being used to share gambling promotions and organise giveaways. The report also pointed to esports sponsorships involving skin betting and cryptocurrency casinos as an area attracting younger consumers.
Authorities said they handled several enforcement cases during 2025 involving influencer marketing and banner advertisements for illegal gambling. In many instances, the promotional content was removed after regulatory intervention. Earlier this year, the regulator confirmed that action against influencers and websites promoting unlicensed gambling remains a priority, alongside efforts targeting illegal operators themselves.
Sweden is also strengthening consumer safeguards through updates to its national self-exclusion system, Spelpaus, with new technical requirements due to take effect on 1 August. The changes include enhanced verification measures and marketing-related controls for licensed operators.
The report comes ahead of the expected implementation of the European Union’s Digital Fairness Act, which is widely expected to introduce stricter rules governing influencer marketing and targeted online advertising, potentially increasing scrutiny of gambling-related promotions across the bloc. Under Sweden’s Gambling Act, promoting gambling services without a Swedish licence remains a criminal offence.