Sweden sets disclosure, tax and bonus rules for party political lotteries
From 1 January 2026, ads for party political lotteries must clearly show the party they support, and these lotteries pay gambling tax.
By Oliwer Brewitz, Head of Marketing
Key changes
- Party or organisation name required on tickets and in all commercial messages
- Disclosure must be visible at a glance
- Gambling tax exemption removed
- Bonus restriction and credit ban apply without exemption
What changed
Government Bill 2024/25:154, Partipolitiska lotterier, approved by the Committee on Cultural Affairs in report 2024/25:KrU11, took effect on 1 January 2026. Licence holders running lotteries for political parties or their side organisations must show the party designation or organisation name when selling tickets, prominently on the front of physical tickets and in equivalent form online. Every commercial message about such a lottery must make the party support clear at a glance. These lotteries are no longer exempt from gambling tax, Spelinspektionen can no longer exempt them from the credit ban, and they are now covered by the Gambling Act's bonus restriction. Physical tickets made before 2026 that do not meet the new rules could still be sold until 1 April 2026.
What it means for advertising
Display, video/CTV and DOOH creative for these lotteries must carry a clear, quickly readable statement of the political beneficiary. Short-format and outdoor placements will need the disclosure sized so it can be read at a glance. Because the general bonus restriction now applies, these lotteries can no longer offer bonuses beyond the first occasion a player takes part. Party lottery brands should expect these messages to be checked against the new rules.
What operators should do
Lottery operators affected should add the required disclosure to every creative format, including short video and outdoor formats where reading time is limited, and to ticket sales pages online. They should align bonus offers with the general bonus rule in the Gambling Act, budget for gambling tax from 2026, and phase out non-compliant physical tickets before 1 April 2026. Agencies should add the disclosure to creative templates.
Full rules: Sweden regulation brief · All Sweden updates