Sweden cracks down on influencers promoting illegal gambling on Twitch

Sweden’s Gambling Authority, Spelinspektionen, has taken decisive action to halt the promotion of illegal gambling by influencers on Twitch, a platform with a strong following among young audiences.

The crackdown follows a targeted investigation launched in spring 2025, after authorities identified several Swedish influencers using Twitch to promote unlicensed gambling operators to viewers in Sweden.

Under the Swedish Gambling Act (2018:1138), it is illegal to market gambling services to Swedish consumers unless the operator holds a valid license from Spelinspektionen.

The regulator’s review found that the influencers’ activities, often involving direct links and bonus offers to unlicensed casinos, violated these national regulations.

During live streams, some influencers not only advertised illegal casinos but also interacted with viewers in real time, encouraging participation in games and sharing promotional links.

Following direct intervention by Spelinspektionen, all monitored influencers have ceased their promotional activities related to unlicensed gambling.

While no fines or penalties have been issued at this stage, the authority has made it clear that ongoing monitoring and enforcement will continue, with the possibility of stronger legal actions if violations persist.

Twitch’s reach and interactive features have made it a prime channel for gambling operators seeking to access younger demographics through influencer partnerships. This has raised concerns among gambling addiction researchers and support organisations, who have reported an increase in young people seeking help for gambling-related issues.

These groups have called for tighter regulations and more robust enforcement to protect vulnerable players.

Sweden’s regulatory push is part of a broader international trend. Other countries, such as Kenya, have also introduced strict controls on influencer-led gambling promotions, banning celebrities and content creators from advertising gambling services to reduce exposure among minors and at-risk groups.

The Swedish Gambling Authority has identified youth gambling and unlicensed gambling activities as top priorities for 2025.

The agency’s operational plan includes continued scrutiny of digital platforms and influencers to prevent unlawful gambling promotion and minimise risks to vulnerable audiences. As enforcement efforts intensify, the regulator has emphasised that any future breaches could result in more severe consequences for those involved.