Regulator’s Twitch monitoring leads to swift compliance among content creators
The Swedish Gambling Authority (Spelinspektionen) has confirmed that several digital influencers, primarily operating on streaming platform Twitch, have ceased promoting unlicensed gambling operators after regulatory intervention. This action marks another step in Sweden’s ongoing efforts to curb illegal gambling exposure, particularly among younger demographics.
Targeted Enforcement on Digital Platforms
Spelinspektionen’s latest enforcement comes in response to influencers who had been endorsing offshore gambling services that lack a Swedish licence—a clear breach of the country’s Gambling Act (2018:1138). The law explicitly prohibits the marketing of gambling services to Swedish consumers unless the operator holds a valid domestic licence.
While no formal penalties or legal charges have been disclosed, the regulator’s direct supervision appears to have been effective: all influencers identified in the investigation have now ceased their promotional activity.
Focus on Youth Protection and Digital Influence
This intervention aligns with the Swedish Gambling Authority’s 2025 operational strategy, which highlights youth protection and online gambling exposure as top regulatory priorities. Twitch, a streaming service with a predominantly young user base, was specifically cited as a platform of concern due to its influence and reach.
The regulator has stated that it will continue monitoring digital platforms closely and warned that future infractions may face legal consequences. The Authority’s goal is not only to enforce licensing rules but also to create a safer online environment by reducing gambling’s visibility in influencer-driven content.
Part of a Broader Global Trend
Sweden’s approach mirrors a growing international push toward regulating influencer involvement in gambling marketing. Kenya, for instance, recently passed legislation banning celebrities, influencers, and online personalities from appearing in or endorsing gambling advertisements, citing the risks of glamorisation and underage exposure.
This reflects a global recognition that modern gambling risks extend beyond traditional advertising and into the digital spaces where vulnerable groups spend most of their time.
Conclusion: Enforcement with Impact
Though no penalties were issued in this round of supervision, the quick halt of illegal promotion activity suggests that Sweden’s regulator is striking a balance between warning and enforcement. With continuous oversight and potential for more formal sanctions in future cases, the Swedish Gambling Authority is positioning itself as a firm but fair regulator in the evolving digital gambling landscape.
