Svenska Spel outlines 18 measures to strengthen Swedish gambling market

Anna Johnson, CEO of state-owned Svenska Spel, has unveiled 18 proposals aimed at creating “a better functioning Swedish gambling market” while ensuring the protection of all consumers.

The recommendations form part of a newly commissioned report by Svenska Spel, which manages the Swedish national lottery and operates betting and gaming products. The report is intended as a resource for all stakeholders in the Swedish gambling sector.

Speaking to business daily Dagens Industri, Johnson emphasized the practical focus of the proposals, designed to address current market challenges and safeguard long-term sustainability.

Since the re-regulation of the Swedish gambling market under the Gambling Act of 2019, Svenska Spel identifies three key concerns: low channelisation (below 90%), growth in unlicensed gambling, and increasing gambling-related harm, particularly among young people and women.

As Sweden’s state-owned operator, Svenska Spel stresses its commitment to working with authorities to deliver stronger consumer protection, clearer rules, and stricter enforcement.

The 18 proposals are divided into two main categories: market protection and consumer safeguarding. Market protection measures include introducing a formal risk classification for different game types, which would allow regulators to impose stricter restrictions on high-risk products such as online casinos.

They also propose implementing DNS blocking of unlicensed websites and enforcing tougher promotional restrictions on payment providers and social media platforms that enable illegal operators to reach Swedish players.

Consumer protection measures focus on introducing special safeguards for individuals under 25, including stricter advertising limits and betting thresholds, as well as banning all bonus offers, which the company argues encourage riskier gambling.

Svenska Spel has urged the government to prioritize protections in response to rising high-risk gambling among 18–24-year-olds and increased participation among minors. The company highlights its transparency measures, including reporting on “sunda intäkter,” or revenues from low-risk play, as an industry benchmark shared with operators such as Unibet and TVG.

The company also points to its omsorgssamtal program, in which trained staff proactively reach out to customers identified as being at risk. Independent evaluations suggest these interventions effectively reduce gambling intensity and encourage self-exclusion or limit-setting. 

Looking ahead, 2026 is set to be a critical year for Swedish gambling regulation. The inspectorate, Spelinspektionen, will gain broader enforcement powers to impose tougher penalties for non-compliance.

Meanwhile, the Riksdag will consider amendments to the Gambling Act, including redefinitions of illegal participation, proposed by Consumer Affairs Commissioner Marcus Isgren.

Additionally, a full ban on credit-based gambling transactions will take effect on 1 April 2026, prohibiting licensed operators from accepting deposits funded via credit cards, loans, overdrafts, or buy-now-pay-later schemes.