Sweden requires Spelpaus checks before every direct marketing send
Spelinspektionen's SIFS 2026:3, in force 1 August 2026, requires Spelpaus checks before direct marketing, at registration and at login.
By Oliwer Brewitz, Head of Marketing
Key changes
- Spelpaus check required before direct marketing, at registration and at login
- Check complete only when exclusion status is returned
- Operator's own credentials required, including for third parties
- Marketing checks only via marketing interfaces
What changed
Spelinspektionen adopted regulations on the national self-exclusion register, Spelpaus.se (SIFS 2026:3), on 23 April 2026. They were published on 29 April 2026 and took effect on 1 August 2026. Licence holders that must register players have to check the register in three situations: before direct marketing, when registering a player and when a player logs in. A check is complete only when it shows whether the person is excluded. Operators must use their own connection credentials; when a third party runs a check for them, the commissioning licensee's credentials must be used. Marketing checks may run only against the marketing interfaces, and registration and login checks only against the login interface.
What it means for advertising
Direct marketing such as email, SMS and push messages, and CRM-driven audiences, must be screened against Spelpaus through the marketing interface before each send. When agencies, CRM vendors or affiliates send on an operator's behalf, they must use that operator's credentials. Programmatic display, video/CTV and DOOH that do not target identified individuals are not covered by this check, but custom audiences built from player lists are likely to count as direct marketing.
What operators should do
Map every direct marketing flow, including those run by vendors, and confirm that each runs a Spelpaus marketing check with the right credentials. Separate the marketing and login integrations by interface as the regulations require. Keep logs that show each check returned an exclusion status, and update vendor contracts so third parties use the commissioning licensee's credentials. Test the integration before each new campaign type goes live.
Full rules: Sweden regulation brief · All Sweden updates