Konsumentverket, Sweden’s Consumer Agency, has published new general guidelines on the marketing of gambling products and services, to be upheld by advertisers and media platforms.
The guidelines have been drafted by the Consumer Agency to support, distinguish, and facilitate advertising rules referenced by the Swedish Gambling Act of 2018 and The Marketing Act of 2008.
The Agency has stated that the guidelines will be implemented from 1 September 2025, applying to all campaigns and media platforms promoting gambling content to Swedish audiences.
One Bonus Rule
The new guidelines reinforce the Gambling Act’s restriction on player incentives, which allows Swedish operators to offer only one bonus per customer upon sign-up.
Advertising campaigns must now present all bonus terms clearly, including qualifying conditions such as wagering requirements, time limits, and any special clauses.
These terms must be “visible at first glance” and accessible no more than one click away online.
The terms and conditions must be fully transparent, and users must be given the opportunity to opt out of receiving bonuses.
Complaints concerning unfair or predatory bonus terms will be reviewed by Konsumentverket under the principle of “måttfullhet—moderation”.
100% Adult Targeting
Operators are now required to ensure that all gambling marketing is exclusively aimed at adult audiences. Any content—whether visual, verbal, or contextual—that may appeal to individuals under the age of 18 will be deemed non-compliant.
The use of imagery involving minors or teenagers in gambling promotions is explicitly banned, with a narrow exemption allowed for charitable causes, and only if the campaign meets standards of moderation.
Campaign messaging must avoid any implication that gambling is associated with emotional fulfilment, social status, or personal development, particularly in relation to issues such as loneliness or boredom.
Operators are advised to reassess both the messaging and the media strategy of their campaigns. Ads appearing on websites, social platforms, or physical venues frequented by younger audiences will be considered high-risk.
Konsumentverket has stated that all gambling advertising will be treated as high-risk category content. Media platforms are advised to implement “smarter audience targeting and stricter media buying protocols” to avoid regulatory breaches, financial penalties, or reputational harm.
Consent: Zero Margin for Error
On the matter of direct marketing, the Consumer Agency has removed all ambiguity.
Operators are prohibited from sending promotional material to any individual registered with Spelpaus, Sweden’s national self-exclusion scheme.
This rule applies regardless of how a user opted out. Even if an account has been closed voluntarily, the operator must obtain explicit, documented consent before resuming any marketing communication.
The message to licensees is clear: “implied consent is not consent.”
Vague checkboxes, pre-filled forms, or general opt-ins will not satisfy regulatory expectations. Operators that fail to update and modernise their consent-management systems risk being reported to Spelinspektionen, the Gambling Inspectorate.
Failure to comply may result in enforcement action, including fines, licence reviews, and reputational damage—particularly in Sweden’s tightly regulated market.
2025 Adjustments
Although the guidelines are not legally binding, they are expected to shape both compliance behaviours and future enforcement actions across the gambling sector.
Last year, Sweden’s Conservative Coalition government opted not to pursue proposals for stricter advertising restrictions, including a potential blanket ban.
Instead, Swedish authorities continue to evaluate gambling marketing on the basis of moderation (måttfullhet)—focusing on the tone, placement, and frequency of adverts.
In 2025, Swedish-licensed operators—already adapting to the GGR tax increase from 18% to 22% (effective July 2024)—face a regulatory landscape that is increasingly less tolerant of ambiguity or excessive marketing practices.
In a Scandinavian market known for statecraft over spectacle, the message is unequivocal: the house may win—but only if it plays by the rules.
