Gambling laws vary around the world, and Sweden is one of the most tightly regulated markets. Whether you’re a player, an affiliate, or just someone interested in how Sweden handles gambling, this guide will walk you through everything you need to know about the country’s gambling laws, licensing requirements, and player protection measures.
How Sweden Regulates Gambling
Sweden completely restructured its gambling market with the Swedish Gambling Act (Spellagen) in January 2019. The law introduced a licensing system and strict regulations to ensure that gambling remains fair and safe while preventing unlicensed operators from targeting Swedish players.
Who Needs a License?
Any gambling operator that wants to offer services to Swedish players—whether it’s an online casino, sports betting platform, or lottery—must hold a license from the Swedish Gambling Authority (Spelinspektionen). Without a license, operators cannot legally target the Swedish market.
The Swedish Gambling Authority strictly enforces these regulations by:
- Issuing licenses only to operators that meet Sweden’s strict requirements.
- Monitoring gambling sites to ensure compliance.
- Fining or banning operators that violate the rules.
You can check the list of licensed gambling operators in Sweden here: Spelinspektionen.
Player Protection & Responsible Gambling in Sweden
One of the main goals of Sweden’s gambling regulations is to protect players and prevent problem gambling. Here are some of the key measures in place:
1. Spelpaus – Sweden’s Self-Exclusion System
Sweden has a national self-exclusion system called Spelpaus.se, which allows players to block themselves from all licensed gambling operators in the country. Once registered, players cannot access any Swedish-licensed casinos or betting sites for a set period or indefinitely.
For those outside Sweden, many countries have their own self-exclusion systems, such as GamStop (UK) or Gambling Therapy for international support. If you’re interested in responsible gambling resources, check options available in your country.
2. Age & Identity Verification
To gamble legally in Sweden, you must be:
- 18+ for online gambling.
- 20+ to enter Sweden’s only land-based casino, Casino Cosmopol.
- Verified through BankID, a digital identification system used in Sweden.
3. Deposit Limits & Gambling Control Tools
Swedish-licensed operators must provide tools that allow players to set their own deposit limits, time limits, and loss limits to maintain control over their gambling habits.
Why Sweden Cracks Down on Unlicensed Gambling
Despite Sweden’s strict regulations, some offshore casinos and betting sites still try to attract Swedish players without a license. These sites often:
- Operate in foreign currencies and languages to avoid detection.
- Offer bigger bonuses than allowed under Swedish law.
- Target players who have self-excluded via Spelpaus.
To combat this, the Swedish government has introduced measures such as payment blocking and tighter restrictions on gambling advertising.
Affiliate Marketing & Promoting Gambling Sites in Sweden
If you’re an affiliate marketer, content creator, or blogger, you might be wondering whether you can promote gambling sites in Sweden. The answer is yes—but only if you follow the country’s strict regulations.
1. Key Affiliate Restrictions
- You can only promote licensed gambling sites—advertising unlicensed operators is illegal in Sweden.
- All marketing must be truthful and responsible—no misleading promotions or exaggerated bonus offers.
- Advertising must not target vulnerable players or those under 18.
2. Bonus & Promotion Rules
- Swedish-licensed casinos can only offer a one-time welcome bonus—no ongoing VIP programs, loyalty bonuses, or cashback offers.
- All gambling-related content must include clear messages about responsible gambling.
3. Digital Marketing Strategies for Affiliates
Since Sweden has strict advertising rules, most affiliates rely on SEO and content marketing:
- Creating in-depth casino and betting site reviews.
- Using Swedish-language keywords to target relevant searches.
- Providing educational content like betting strategies and game guides.
If you’re planning to promote gambling platforms, it’s essential to ensure they are licensed and approved by the gambling regulator. A good example is Betting-Sidor.com, a Swedish betting review site that complies with the law. The site lists only licensed operators, includes information about the risks of gambling, and provides links to responsible gambling resources like Spelpaus and 18+ warnings.
Final Thoughts
Sweden has some of the strictest gambling laws in the world, ensuring that players are protected and the industry remains fair. Whether you’re a player, an affiliate, or just curious about gambling laws, understanding these regulations is key to making informed decisions.
If you’re from outside Sweden, remember that gambling laws differ by country—always check local regulations before playing or promoting gambling content.
Got any questions about Sweden’s gambling laws? Let me know in the comments! 🎰💰