Sweden’s New Gambling Ad Rules: What Operators Must Know from September 2025

The Swedish gambling market has evolved rapidly since the re-regulation in 2019, and a new chapter begins in September 2025. The government, along with the regulator Spelinspektionen, has introduced stricter gambling advertising guidelines designed to enhance consumer protection, improve transparency, and align with broader European responsible gambling initiatives.

This comprehensive guide will walk operators, affiliates, and stakeholders through the upcoming Sweden gambling ad rules. We’ll cover what’s changing, how the rules impact operators, compliance challenges, and what businesses can do now to prepare.

Why Sweden Is Tightening Gambling Advertising Rules

Since 2019, Sweden’s gambling market has faced criticism over aggressive marketing, unclear bonus offers, and advertising content that sometimes blurred ethical lines. Research commissioned by the Swedish government found:

• An increase in gambling advertising on television and online platforms.
• Confusion among consumers about bonus terms, particularly wagering requirements.
• Marketing that unintentionally reached under-18 audiences.
• Frustrations from self-excluded players receiving unsolicited promotional material.

To address these concerns, new Swedish gambling regulations on advertising were drafted in 2024 and will officially come into effect in September 2025.

Overview of the September 2025 Gambling Advertising Guidelines

The gambling advertising guidelines Sweden introduces contain several key elements:

1. Clearer Bonus Transparency
   • All promotional offers must display full wagering requirements, time limits, and restrictions prominently.
   • “Small print” disclosures hidden in footnotes will no longer be acceptable.
2. Strict Adult-Only Targeting
   • Ads must not include imagery, language, or cultural references appealing to minors.
   • Influencers or public figures with large youth audiences may not participate in gambling campaigns.
3. Self-Exclusion Protection (Spelpaus)
   • Operators must ensure that players registered with Spelpaus are not contacted with promotional emails, SMS, or targeted online ads unless they explicitly opt-in after their exclusion period ends.
4. Responsible Gambling Integration
   • Every gambling ad must include responsible gambling Sweden messaging, helpline details, or links to resources.
   • Ads must emphasize gambling as entertainment, not as a financial solution.
5. Sanctions for Non-Compliance
   • Spelinspektionen will have greater powers to issue fines, revoke licenses, or block operators that breach the Sweden gambling ad rules.

What Operators Need to Change Before September 2025

Transitioning to compliance will require a thorough audit of current marketing practices. Here’s a checklist for operators:

• Audit all bonuses and promotions: Ensure that wagering requirements, deposit conditions, and expiration dates are displayed in the same size font as the main ad text.
• Review creative assets: Remove cartoon characters, memes, or cultural icons that might resonate with audiences under 18.
• Segment customer lists: Integrate with the Spelpaus database to prevent sending emails or ads to excluded players.
• Embed responsible gambling tools: Clearly link to self-assessment tests, deposit limits, and gambling help resources.
• Train marketing teams and affiliates: Ensure all staff and external partners are educated about the updated Swedish gambling regulations.

How Affiliates Will Be Affected

Affiliates play a critical role in the Swedish iGaming ecosystem. However, under the gambling advertising guidelines Sweden, affiliates must also comply with the same transparency and targeting rules as licensed operators.

• Affiliates must present bonus terms prominently.
• They must avoid SEO or paid ads that target minors.
• Affiliate partners who breach guidelines may cause operators to be sanctioned as well.

This makes compliance a shared responsibility, strengthening the overall framework of responsible gambling Sweden.

Comparing Sweden’s Rules with Other European Markets

Sweden is not acting alone. Across Europe, gambling advertising is under increasing scrutiny:

• United Kingdom: Introduced whistle-to-whistle bans on gambling ads during sports broadcasts.
• Netherlands: Recently imposed a near-total ban on “untargeted” gambling advertising.
• Spain: Restricted gambling promotions to late-night TV slots only.

By contrast, Sweden has chosen a transparency-first model that allows advertising but demands higher standards of honesty and accountability.

Potential Business Impact on Operators

While some operators fear reduced marketing effectiveness, the long-term benefits may outweigh the short-term costs:

• Improved trust among Swedish players.
• Fewer fines and sanctions from Spelinspektionen.
• A healthier market reputation, which could encourage international operators to invest.

Operators who adapt early will likely gain an edge by building brand credibility and showcasing their commitment to responsible gambling Sweden.

How to Prepare a Compliance-First Marketing Strategy

Here’s a strategic framework to adapt marketing under the Sweden gambling ad rules:

1. Transparency as a USP
   • Instead of hiding wagering requirements, highlight them openly and position your brand as player-friendly.
2. Content Marketing Focus
   • Shift from aggressive bonuses to value-driven SEO articles, guides, and responsible gambling content.
3. Smarter Targeting
   • Use verified age-gating tools and customer segmentation to ensure ads only reach the right audience.
4. Responsible Gambling Campaigns
   • Run awareness campaigns that showcase your commitment to safe play.

Common Pitfalls to Avoid

Using misleading bonus language like “free money” or “risk-free” without disclaimers.

Partnering with affiliates who cut corners on transparency.

Failing to update legacy ad campaigns still circulating on third-party platforms.

Neglecting influencer marketing checks — influencers with under-18 audiences are a liability.

The Role of Spelinspektionen in Enforcement

The Swedish Gambling Authority, Spelinspektionen, will be monitoring compliance aggressively. Operators should expect:

• Regular audits of campaigns.
• Player complaint hotlines that can trigger investigations.
• Public naming and shaming of brands that break the new Swedish gambling regulations.

This reinforces the importance of not just meeting, but exceeding, compliance requirements.

Future Outlook for Sweden’s Gambling Market

As September 2025 approaches, Sweden is positioning itself as a leader in responsible gambling regulation. Over the next few years we can expect:

• Greater emphasis on data-driven advertising compliance.
• Expansion of rules beyond advertising into sponsorships and cross-media partnerships.
• Stronger collaboration with European regulators to harmonize standards.

For operators, this is both a challenge and an opportunity — those who adapt quickly can thrive in a transparent, trust-driven market.

Conclusion

The Sweden gambling ad rules taking effect in September 2025 mark a turning point for the industry. By focusing on transparency, protecting vulnerable groups, and reinforcing responsible gambling Sweden standards, the government aims to balance consumer protection with a sustainable market.

For operators, this means rethinking bonus marketing, auditing affiliate partnerships, and embracing a compliance-first approach. While the transition may require effort, the payoff will be a healthier, more trusted gambling environment in Sweden.