Proposed amendments aim to protect players and reduce gambling-related debt
The Swedish Government has tabled a proposal to significantly expand the country’s ban on gambling using credit, in a move that underscores Sweden’s tightening stance on consumer protection within the betting industry. Although Sweden’s existing Gambling Act prohibits gambling operators from offering credit at the point of sale, the law currently leaves room for circumvention through external credit sources.
Credit Ban Could Extend Beyond Operators
Under the newly proposed legislation, the use of credit for gambling would be prohibited entirely, even if the funds come from third-party credit providers such as banks, buy-now-pay-later services, or personal loans. The proposed framework would bar gambling operators from accepting bets placed using any form of borrowed funds, and mandates that operators actively avoid engaging with players who appear to be gambling on credit.
Importantly, the proposal also targets credit card transactions, calling for a full ban on credit card use for gambling payments, both online and at retail locations. This mirrors similar moves made by other jurisdictions, such as the UK, which implemented a comparable ban in 2020.
Advertising Restrictions Also On the Table
The legislative draft also recommends stricter controls on how credit is represented in gambling advertising. Operators would be expected to discourage credit-funded gambling in their promotional campaigns and clearly communicate responsible gambling messaging across all platforms.
This is intended to combat the growing concern over gambling-related debt, particularly among vulnerable groups who may not fully understand the financial consequences of wagering with borrowed funds.
Exemptions and Industry Dialogue
Notably, certain lottery organisations may be exempt from the full scope of the proposed credit restrictions. The government has hinted that further consultation with relevant stakeholders will determine the exact scope and nature of these exemptions.
The credit ban proposal builds upon broader reform efforts that have been unfolding throughout 2024 and 2025. In February, the Swedish Trade Association for Online Gambling (BOS) called for amendments to close regulatory loopholes, and in April, Spelinspektionen (Swedish Gambling Authority) released a report urging for tighter control of online gambling practices.
A Step Toward Stronger Player Protection
If passed, the new regulation will represent a major step forward in Sweden’s player protection agenda. It reflects a broader European regulatory trend prioritising public health and financial safety over operator flexibility. Sweden’s government continues to signal that robust consumer safeguards are a non-negotiable element of its evolving gambling framework.
As the proposal undergoes review, industry stakeholders will closely monitor potential implications for operator compliance, consumer behavior, and overall market dynamics in one of Europe’s most tightly regulated gambling markets.
