Sweden raises gambling tax to 22% for licensed operators
Gambling tax on licensed games rose to 22% of the balance (stakes less winnings) from 1 July 2024, up from 18%.
By Oliwer Brewitz, Head of Marketing
Key changes
- Gambling tax rate raised from 18% to 22% of the balance
- Applies to taxation periods from 1 July 2024
- Earlier periods remain taxed under the previous rules
What changed
The Act amending the Gaming Tax Act (SFS 2024:276), issued on 8 May 2024, set the gambling tax in section 9 of lagen (2018:1139) om skatt på spel at 22% of the balance for each taxation period. The balance is broadly the stakes received less the winnings paid out. The new rate applies from 1 July 2024; the previous rate of 18% still applies to taxation periods before that date. The Swedish Tax Agency (Skatteverket) published a notice confirming the change for licensed games. The increase followed a Ministry of Finance memorandum, Höjd spelskatt, published in October 2023.
What it means for advertising
A four-point rise in the tax on gross gaming revenue reduces operators' margins in Sweden. This is likely to put pressure on acquisition and brand budgets, and to push operators to judge media spend more closely on measurable return, including across display, video/CTV and DOOH. The rules on what Swedish gambling advertising may contain, such as the moderation requirement and the bonus restriction, were not changed by this act.
What operators should do
Update financial models and marketing budgets to the 22% rate for taxation periods from July 2024. Make sure tax returns separate periods before and after 1 July 2024 correctly. Review the cost of acquisition for each channel against the lower post-tax margin, and check that affiliate revenue-share agreements based on net revenue reflect the higher tax deduction where the contracts allow it.
Full rules: Sweden regulation brief · All Sweden updates