The Swedish Gambling Authority is placing a renewed focus on the activities of gambling companies that target the Swedish market without a Swedish license, as well as their marketing practices, especially those involving influencers. Marcus Aronsson from the authority highlighted that this area has become a priority due to the increase in illegal gambling advertisements and the corresponding rise in underage gambling. They aim to ensure compliance with existing regulations and protect vulnerable groups, particularly youth.

In the latter half of the previous year, the Gambling Authority reported handling nine oversight cases concerning the promotion of illegal gambling activities, which included monitoring advertising banners on various websites and influencer endorsements. Notably, influencers previously investigated ceased their promotion of illegal gambling after coming under scrutiny. This ongoing investigation illustrates a growing trend where the authority is responsive to the challenges posed by the evolving marketing landscape in the gambling sector.

Additionally, last year marked a significant legal milestone with the first conviction of an influencer for promoting illegal gambling activities. This case set a precedent that could deter future violations and highlights the authority's commitment to tightening the regulation of both the operators and their marketing strategies. As this scrutiny continues, it reflects a broader initiative to address gambling-related issues within Sweden and protect young individuals from harmful practices.