iGaming advertising in Sweden: display, video and DOOH rules

Licensing and permitted advertising

Commercial online gambling and betting are licensed by Spelinspektionen, the Swedish Gambling Authority (SGA). The supplied legal overview identifies separate commercial online gambling and betting licences and states that operators remain responsible for their advertisements.

• Advertise Swedish-licensed betting and online casino services.
• Industry reporting states that promoting gambling without a licence constitutes an offence.
• The SGA says it addresses illegal gambling through suspected-crime reports and bans against unlicensed operators.
• The previously cited chapter 15 section 6 reference and the precise division of marketing enforcement responsibilities with Konsumentverket are unconfirmed by these extracts.

Audience and age rules

The supplied results support restrictions on marketing aimed at minors and self-excluded players. They do not establish the precise scope of the self-exclusion restriction across direct marketing and general advertising.

• Do not aim gambling advertising at minors.
• The numeric minimum gambling age of 18 stated in the previous brief is unconfirmed by the supplied extracts.
• A statutory audience-share threshold, or definitive confirmation that none exists, is unconfirmed.
• Bauer Media Outdoor prohibits imagery, language and other elements particularly associated with or attractive to children or young people.

Creative and content rules

Gambling marketing must be moderate and truthful. Detailed creative restrictions are verified for Bauer Media Outdoor inventory, but these should not automatically be presented as nationwide statutory wording.

• Bauer Media Outdoor prohibits misleading winning-chance claims, encouragement of excessive gambling and claims that gambling solves social or financial problems.
• Its policy prohibits claims that gambling is risk-free or free to play, and portrayals of gambling as socially attractive.
• Its policy prohibits celebrity portrayals implying that gambling made the celebrity successful and requires documentation when highlighting individual winners.
• The previous brief's detailed national rules on skill claims, investment comparisons and attention-seeking formats are unconfirmed by the supplied extracts.

Channel-specific rules

Industry reporting says the advertising guidelines apply across campaigns and media platforms. The supplied results verify additional outdoor media-owner conditions, not a separate nationwide outdoor advertising regime.

• Display: apply licensing, moderation, truthfulness and minor-targeting restrictions. Statutory age-label and support-contact requirements for every display unit are unconfirmed by these extracts.
• Video/CTV: apply the general marketing restrictions. A Swedish watershed, CTV-specific rule, disclosure duration or audio requirement is unconfirmed.
• DOOH/outdoor: Bauer Media Outdoor accepts only SGA-licensed advertisers and caps gambling advertising at 20% of space within each advertising environment, such as a metro station.
• Bauer Media Outdoor avoids surfaces outside schools, sports fields and known addiction clinics as far as possible.
• Bookmakers cannot buy Station Domination, internal foiling, sampling or playing opportunities on Bauer Media Outdoor event surfaces; exterior public-transport foiling is allowed under its policy.
• Bauer Media Outdoor requires minimum-age information, a support-organisation referral and encouragement to gamble responsibly. Its stated minimum dimensions are a font corresponding to 4% of the advertising-space height and an information statement occupying at least one third of its width.

Promotions and affiliates

Trade reporting says bonus advertising must be clear, transparent and not misleading. The supplied results do not establish the permitted number, value or timing of bonus offers.

• Specific statutory bonus restrictions are unconfirmed by these extracts.
• SGA-related reporting identifies affiliates and social media as routes used to promote unlicensed gambling; the prohibition on promoting unlicensed gambling is relevant to these activities.
• The legal overview states that operators are responsible for the advertisements they provide. A separate affiliate licensing requirement is unconfirmed.
• Bauer Media Outdoor's ban on claims that play is free must be observed on its inventory.

Recent and upcoming changes

As at 22 September 2026, the supplied results support a reported advertising-guidance implementation date and regulatory attention to unlicensed promotion, but do not verify several changes described in the previous brief.

• iGaming Expert reports implementation of the advertising guidelines from 1 September 2025. The KOVFS 2025:2 identifier, June adoption date and exact legal status are unconfirmed by the supplied extracts.
• A trade report refers to a March 2026 criminal matter concerning unlicensed promotion, but its facts, outcome and any penalty are unconfirmed.
• The claimed 3 September 2026 youth-protection inquiry and 2028 reporting deadline are unconfirmed.
• The claimed political-party disclosure requirement from 1 January 2026 and the 2023 outdoor proposals are unconfirmed.
• One commercial overview describes a proposed credit-card gambling ban for 2026; enactment, commencement and the precise current credit prohibition are unconfirmed.

Sources

• ICLG: Gambling laws and regulations 2026 — Sweden
• Spelinspektionen: English website
• Bauer Media Outdoor: Guidelines for advertising by gambling companies
• iGaming Expert: Sweden toughens gambling ad rules on adult targeting
• iGaming Business: Affiliates and social media in unlicensed gambling promotion
• Altenar: Gambling laws and regulations in Sweden
• SiGMA: Sweden gambling advertising restrictions