The fines are for violating gambling marketing rules by using misleading and aggressive tactics in lottery sales.

The regulator fined the Swedish Social Democratic Workers’ Party (SAP), its young wing SSU, and the Swedish Social Democratic Women’s League (S-kvinnor) SEK 3,000,000 ($313,245). 

Meanwhile, the Swedish Breast Cancer Association and the Swedish Prostate Cancer Association were fined SEK 1,000,000 ($104,415).

The difference in fines is partially due to the annual turnover of the organizations. Additionally, the SAP, SSU, and S-kvinnor are all nonprofit and political organizations, which raises concerns about public and political trust.

SAP, SSU, and S-kvinnor Penalized for Targeting Elderly Lottery Customers

The regulator’s sanctions result from an investigation into the Kombilotteriet, a lottery that the organizations run through their Kombispel subsidiary.

The violations were first brought to light by a Dagens Nyheter newspaper probe. After the media coverage, the Swedish Consumer Agency found that the organizations violated marketing laws.

Spelinspektionen initiated an investigation and confirmed that, as license holders, SAP, SSU, and S-kvinnor failed to supervise Kombispel and its subcontracted telemarketing partners properly.

The regulator concluded that the subcontractors employed aggressive and misleading sales tactics in connection with telephone sales of lottery tickets. 

They used these tactics to target elderly individuals, who are more susceptible to intrusive sales methods.

Among the tactics were:

• Suggesting that purchasing a lottery ticket was a donation to a good cause, instead of a type of gambling.
• Pressuring consumers into immediate decisions without fully understanding that they are accepting a subscription service.
• Sending invoices to individuals who never consented to participate in the lottery.

Cancer Organizations Handed Sanctions by Spelinspektionen

Spelinspektionen also launched an investigation into the Swedish Breast Cancer Association and the Swedish Prostate Cancer Association following multiple complaints received by the Swedish Consumer Agency.

After the investigation, the gambling authority found similar failures to those of SAP, SSU, and S-kvinnor in the oversight of Datumlotteriet, a charity lottery operated by the two cancer organizations.

As with the Kombilotteriet case, the two associations subcontracted the day-to-day operations to a third-party company. That company then subcontracted telephone sales to telemarketing agencies.

The investigation found that vulnerable consumers received invoices for lottery tickets they never consented to purchasing. Many were unaware that they had enrolled in a subscription.

Spelinspektionen concluded that the sales tactics of the telemarketing agencies were unfair and misleading. Similar to the Kombilotteriet case, the telemarketers suggested that ticket purchases directly contributed to cancer causes, potentially misleading consumers’ decisions.

As a result, the regulator found that the two cancer associations had failed to maintain proper control over their subcontractors. Thereby, they violated the relevant provisions of the Gambling Act.

Swedish Charitable Lottery Gaming Revenue is Growing

The fines imposed by Spelinspektionen come amid rising interest in charitable lotteries.

Just days before the penalties were announced, the regulator published its Q1 2025 financial results. For the quarter, the regulated gambling market in Sweden generated SEK 6.61 billion ($693.4 million), representing a 0.9% decline compared to the same period in the previous year.

Notably, while most segments experienced declining or flat revenue, charitable lottery gaming was the only one to grow with a 3.5% annual increase. In comparison, the state-run lottery segment experienced a 3% decrease.

While the public’s interest in charitable lotteries is increasing, the recent violations could harm the segment, as consumer confidence may decrease.

Spelinspektionen Sanctions Videoslots in April

The fines imposed on the five nonprofit organizations were announced about a month after Spelinspektionen fined gambling operator Videoslots (which has rebranded to Immense Group) SEK 12 million ($1.3 million) for failing to protect users from excessive gambling.

The decision followed a 2024 investigation into 12 player accounts, five of whom were aged 18 to 24 years old. All of those accounts exhibited clear signs of problem gambling.

Despite system alerts, Videoslots only issued basic warnings, failing to follow proper protocols, such as imposing deposit limits or suspending accounts deemed risky. That resulted in one of the players wagering over $433,00 in a month. Meanwhile, another made 28 deposits in one day.

While Videoslots contested the ruling, stating it had followed proper procedures, the regulator dismissed its claims. The fine marked the second major fine Spelinspektionen imposed on the operator. In 2023, it fined Videoslots SEK 9 million ($939,607) for anti-money laundering failures.

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The Swedish Gambling Authority announced the penalty in a statement on Monday. The penalty underscores the importance of operators complying with the nation’s anti-money laundering (AML) practices.

Spelinspektionen Flags Weak Spooniker Customer Due Diligence

Spooniker—which operated several online gaming brands under the Kindred umbrella—was issued a heavy fine and a formal warning. Spelinspektionen sanctioned the operator after finding that the firm’s customer due diligence processes were inadequate.

The source of the enforcement measures stems from the regulator noting that Spooniker failed to comply with identifying the sources of customers’ funds. Spelinspektionen maintained that this lack of oversight prevented the firm from assessing whether its users’ gambling activities were authentic or potentially linked to money laundering or financing terrorism.

“The company has not collected sufficient information about where the money comes from,” Spelinspektionen stated in its ruling. “Therefore, they have not been able to determine whether the customers’ activities were legitimate.”

The regulator clarified that the violations occurred before June 2024, when the country’s latest AML sanctions were enacted. As a result, Spooniker’s fine was limited to a maximum amount under the prior framework, equivalent to one million euros.

This is not Spooniker’s first brush with the Swedish regulator, either. In December last year, the company was fined $2.7 million after it was ruled to have offered its Swedish customers unauthorized bonuses and lottery products.

Ongoing Pressure on Gambling Oversight and AML Measures

Spooniker is popular with Swedish players as it holds licenses to operate platforms, including unibet.se, mariacasino.se, and storspelare.se. As a result, Swedes can play several online betting, bingo, and iGaming casino games across the firm’s product portfolio.

Aside from its recent fines, the Kindred subsidiary has an unfortunate history of flouting regulations.

However, after an incident in 2021, Spooniker successfully appealed a decision by the Swedish Gambling Authority regarding a breach of set deposit limits introduced during the pandemic.

Industry insiders claim the latest enforcement action is a consequence of wider sweeping regulatory crackdowns in the Swedish gambling sector. It follows Spelinspektionen fining three other operators – Glitnor Services, Roar Vegas, and Videoslots – a combined $5.2 million for violations related to problematic gambling protections.

Of these infringements, the most troubling was the discovery in their Glitnor audit that 10 out of 12 audited users were deemed to have not been provided satisfactory gambling support measures.

While Kindred Group’s ownership has recently changed hands, operating under the umbrella of France’s FDJ United, the pressure on gambling operators to conform is mounting. The clampdown on regulatory infringements is undoubtedly not limited to Swedish watchdogs either, as other countries, including the UK, focus on AML threats, too.

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Now rebranded as Immense Group, the Swedish regulator also issued a formal warning after identifying serious deficiencies in Videoslots’s responsible gambling protocols. The April 16 verdict determined that Videoslots had violated its statutory duty to protect consumers as listed in Chapter 14 of Sweden’s Gambling Act.

Significant Breaches of the Gambling Act

This follows a Swedish Gambling Authority investigation launched in the spring of 2024, which uncovered the firm’s systemic lapses in monitoring gambling activities and problematic intervention processes.

The investigation saw Sweden’s regulators examine the gambling accounts of 12 Videoslots account holders over three months. All 12 exhibited the hallmarks of problem gambling. Five of those observed were between the ages of 18 and 24.

The report showed all 12 players had demonstrated problematic behaviors, such as marathon betting sessions and frequent and often high-value deposits, in conjunction with substantial financial losses.

In one case, a Videoslots player was monitored for staking over $433,000 in a single month, and a separate customer was also allowed to make 28 deposits in a single day.

The Spelinspektionen was also critical of Videoslots’ responses to the automated system alerts, which flagged these problematic wagering behaviors. The company’s limited countermeasures included just pop-up warning messages and emails.

In doing so, the regulator deemed the company had failed to act accordingly, maintaining that they should have set timely deposit limits or suspended high-risk player accounts.

Videoslots Contests Claims, Arguing Swedish Legal Ambiguity

In response to Spelinspektionen’s announcement, Videoslots defended its actions, indicating it had already invested heavily in advanced player protection tools and enforced a $1,300 loss cap for all of its young adult users.

The company verified that they had also restricted over 1,000 accounts while the agency had been analyzing the users’ accounts. Videoslots also alleged that data protection regulations limited the information it could use to determine a player’s risk level.

However, the regulator rejected these arguments, stating that Videoslots’ actions were insufficient and enacted far too late. Spelinspektionen also contended: “The Data Protection Regulation does not limit the company’s obligation to comply with the gambling regulation’s provisions on the duty of care.”

Countering these claims, Videoslots reiterated that the regulatory guidance lacked clarity and argued that the three-month review period was too narrow to assess long-term player behavior.

Videoslots said in a statement, “The decision appears to assume that monthly deposits above SEK10,000 are inherently problematic irrespective of a player’s income, loss, or actual time spent playing.”

Given three weeks to appeal, the company said it would contest the regulator’s decisions, outlining the need for clearer legal standards in the future.

Incidentally, this is not the first time the Swedish authorities have penalized Videoslots financially. In 2023, the firm was fined $808,000 for consistent breaches of the country’s anti-money laundering and terrorist financing laws.

Spelinspektionen acknowledged Videoslots’ cooperation and subsequent operational refinements. In doing so, they deemed the fine and warning an appropriate punishment, stating that the company’s license was not threatened.

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The ban, announced last Thursday, stems from an investigation that found the Curacao-based operator had offered online gaming through its Trustdice.win platform without a license. Investigators determined that the site specifically targeted Swedish customers, including marketing in Swedish.

As such, Spelinspektionen is requesting that Satoshi immediately cease its operations.   

“We consider that, in the interests of consumer protection and to guarantee gaming safety, it is important that the decision is complied with immediately,” Spelinspektionen said in a statement. “The decision shall, therefore, apply immediately.”

Satoshi at the Center of Extensive Inquiry

In the wake of regulatory scrutiny, Satoshi responded to an initial inquiry in February by asserting that it had blocked Swedish customers from using its site. However, Spelinspektionen conducted a follow-up investigation, which found that users still had access to the site through an alternative IP address.

Based on these findings, the operator committed to implementing further restrictions against Swedish players. This included removing all Swedish language from the Trustdice.win site. However, Satoshi did not say when it would make these changes.

The regulator stated: “Satoshi Gaming Group provides games in Sweden because the company’s website, trustdice.win has terms and conditions for participation in games in Swedish, as well as policy documents, FAQs and other information in Swedish.”

“Furthermore, the company markets itself to Swedish consumers through affiliates”

Nevertheless, another inspection in April found that the site was still operating in violation of Sweden’s Gambling Act.

Despite orders from Spelinspektionen, Satoshi had not halted its operations in Sweden as of Thursday. Regulators did not specify what penalties they would seek if Satoshi continued to refuse to comply.

Challenges Remain for Regulators

Cracking down on illegal gambling remains a fight for regulators. Spelinspektionen released a report last week stating that offshore operators remain easily accessible for players in Sweden. Current laws state that regulators can only act against unlicensed operators who explicitly target consumers based on the “direction criterion.”

Skin betting, where players use virtual currency for illegal gambling, remains a focus for regulators. This type of betting accounted for 41% of all traffic to unlicensed sites in 2024, compared to 41% the previous year.

Regulators added that illegal sites marketed in English are increasingly challenging to track.

They noted: “Consumer protection on these sites is generally significantly weaker than what applies within the Swedish licensed market. For example, the Authority has not observed anything comparable to Sweden’s duty of care among this category of sites.”

It continued: “The presence and scale of bonuses are also greater than what is allowed in Sweden. Cashback and VIP programs are also commonly offered.”

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According to the report, 86% of all gambling took place within the licensed system. This is at odds with the fourth-quarter report from Aktiebolaget Trav och Galopp (ATG), which suggested the channelization percentage sat between 69% and 82%. 

Last week, the Swedish government announced reduced state control of the former state-run horse racing monopoly. 

Spelinspektionen’s report outlines that offshore operators remain easily accessible to Swedish consumers. Under the current legal framework, the gambling authority can only take action against unlicensed operators deemed to be explicitly targeting Swedish consumers based on the “direction criterion.” 

As a result, the report estimates that nearly two-thirds of observed unlicensed gambling activity does not meet the threshold for illegality. Under Swedish law, although outside the licensing system, most unregulated activity is not considered unlawful. 

The report urges the government-sanctioned review to shift from a direction-based approach to a participation-based model. The proposed approach would see any gambling activity involving Swedish consumers fall under licensing rules, regardless of marketing approach. 

Skinbetting and Youth Gambling on the Rise

Skin betting accounted for 49% of all traffic to unlicensed sites in 2023, reducing to 41% in 2024. The regulator suggests these sites are particularly popular amongst younger users and often lack stringent age verification protocols. In 2024, six of Sweden’s ten most-visited unlicensed sites were skin betting sites. 

Previously, skin sites have predominantly used streamers and influencers on platforms such as Twitch and Kick. Despite Spelinspektionen issuing several prohibition orders throughout 2024, traffic has remained strong on these platforms. 

Why do Swedish Users Go Offshore?

The report also shows data from a 2024 survey examining the motivation behind using unlicensed sites. It showed:

• 19% of users were enticed by better bonus offers.
• 19% were attracted by higher return-to-player (RTP) rates.
• 22% were simply unaware whether or not the site they were using had a Swedish license.
• 13% wanted to deposit using crypto. 

Spelinspektionen has also outlined that despite attempting to block transactions to unauthorized operators, unlicensed sites use various payment suppliers to bypass restrictions. 

Cryptocurrency, e-Wallets, Neobanks, and SEPA transfers are all cited as methods operators use to avoid detection by the regulator. The regulator also outlined that these sites use advanced tracking and data collection tools to target specific individuals based on their online behaviors. 

Camilla Rosenborg, Director General of Spelinspektionen, commented: “We welcome the ongoing inquiry into expanding the scope of application, which is due to be presented no later than September 17 this year.”

“Despite the challenges of the current legal framework, we believe that our interventions—where they are possible—are important and effective. It is, therefore, essential that we continue our work to combat illegal gambling even as the regulatory review is underway,” she continued. 

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The partnership, which initially came into effect on 11 November 2019, will see the duo collaborate in sharing best practice on areas such as regulatory policies and procedures.

Director General of Spelinspektonen, Camilla Rosenberg said: “This is an important agreement for us. We have common interest in many areas. By opening the communication channels between the authorities we become stronger in our supervisory activities.

“This is the beginning of a broad and long-term cooperation. Earlier this year we have entered a MoU with Malta Gaming Authority and Gibraltar Gambling Division.”

UK Gambling Commission chief executive Neil McArthur explained: “We have excellent relations with other gambling regulators from across the world and our new link up with the Swedish Gambling Authority will give more opportunities to share good practice on a whole host of regulatory issues, cooperate closely and take shared action where appropriate.”

As part of the enhanced partnership, the UKGC and Spelinspektionen will work alongside one another to promote a common understanding of legitimate interests, engaging on matters of mutual policy and operational interest, as well as the provision of operational assistance.

The memorandum of understanding will come under a periodic review from the two regulators, and will evaluate the effectiveness of the arrangement and put forward any suggested amendments.

Both Spelinspektionen and the UKGC will work together to monitor general policy and supervisory issues, matters relevant to remote gambling operators, as well as measures related to anti-money laundering and counter terrorist financing. Issues relating to betting, gaming and other transactional data will also be included.

Information collected by the two regulators which could have an adverse impact on a remote gambling operator will be shared, while data will also be shared on regulatory enforcements or actions that could also have a material effect on a remote operator.

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The licence, which would come into force from July 1, 2023, is hailed as potentially “open up new opportunities and help expand EEZE’s services”.

In a statement, EEZE said: “For EEZE gaming, the acquisition of the Swedish Gaming License will open up new opportunities and help expand our services, offering high-quality products to a broader audience. 

“This move is set to be a significant development for the company and one that is expected to contribute positively to our growth and success.

“EEZE gaming is making a name for itself as a top-quality online gaming software provider, and this latest move shows our commitment to meeting the requirements of our partners. 

“We can’t wait to see what the future holds for EEZE gaming and how the acquisition of the Swedish Gaming License will contribute to its success.”

Spelinspektionen, the Swedish gambling regulator, previously estimated that 70 software licences would likely be issued before the aforementioned date. 

The new legislation will mean that only licensed suppliers will be permitted to operate in the regulated Swedish market. This, Spelinspektionen believes, will ensure that the “Swedish gaming industry remains safe and secure for players”.

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Matt Bastock

The Swedish gambling regulator, Spelinspektionen, has published a report showing an increase in young people’s gambling. 

Spelinspektionen was commissioned in 2024 to undertake an investigation into gambling among young people and also minors. The Gambling Authority notes that there has been an increase in gambling not only among 18-24-year-olds but also among those under the age of 18. 

The report published questions the underlying factors behind the increase in young people’s gambling and how they relate to the current gambling landscape. It suggests that lottery-like games serve as an introduction to games and marketing in the form of influencers and streaming. 

Key Findings: How and Why Young People Are Gambling More

Data from the Swedish Public Health Agency’s 2021 study shows that 34% of those surveyed between the ages of 16 and 17 had gambled in the past year, up from 20% in 2015. The rise was predominantly in young male students, whereas the proportion of females remained steady. 

Spelinspektionen notes that the number of males under 18 recorded as having gambled is at the highest since records began, and whilst participation in females has increased since 2019, the rise is not as significant. 

Interviews with participants revealed that gambling discussions and activities are common at schools. Students reported placing bets on football matches during breaks; others revealed secretly gambling in the classroom. 

A 19-year-old respondent admitted, “You sit at the back of the classroom, and as soon as the teacher comes in, you remove the pages you are playing on.” 

The sense of community and peer pressure is also a contributing factor, with a 25-year-old revealing (translated), “I was in high school at the time, and back then it was kind of a thing that when everyone turned 18 they started betting and that’s when I played. Football matches, and there was a lot of talk about it at school. People discussed it and then people got hung up on it. Be part of the community.” 

How Gambling Companies Target Young Players

Gambling companies’ marketing is also shown to expose younger people to gambling products. A study showed that 45% of Instagram gambling posts were visible to minors, as were 37% of Facebook posts. One respondent to the survey noted, “There are almost only betting companies that advertise in the sports podcasts I listen to.” 

The predominant method of financing gambling amongst young people is salary and student loans or study funds. Given that this is the primary income for most people in the surveyed age bracket, it is unsurprising. For those in ‘Spelpaus,’ the Swedish equivalent of self-exclusion, the proportion of young people who had delved into savings or taken out finance increased dramatically.

High-interest loans, or ‘pay-day loans,’ were more common amongst men aged 23-24 who have admitted finding it difficult to control their gambling. The overall figure for those under the age of 25 seeking help for gambling problems has also shown an increase, per Swedish records.

Given the reported increase in gambling among younger people, the Swedish Gambling Authority investigated whether licensees were implementing special measures aimed at players under the age of 25. It reported that 47 out of 67 licensees go beyond the minimum requirements of the Gambling Act for responsible gambling measures.

The problem is only aggravated by the possibility for the young Swedes to gamble at casinos without a Swedish license. 92% of respondents stated “other measures” and mentioned special attention being paid to young people in the free text answers on the survey. 

The survey also shows that operators take other measures under the Spelinspektionen remit, such as lower deposit limits, limited marketing mailings, and even introducing a higher age limit than the statutory 18-year age limit for gambling participation. 

Written By

Matt Bastock

Matt is a casino and sports betting expert with over two decades’ writing and editing experience. He loves getting into the nitty gritty of how casinos and sportsbooks really operate in order to make solid recommendations based on real experiences. His favourite games are blackjack and poker, and he loves watching NFL and soccer in his spare time.

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The regulator suggests that the online casino operator had deployed “insufficient” customer awareness measures, leading to several deficiencies when it comes to document and information preservation. 

Initial orders entailed that Videoslots must pay a fine of SEK 9m (£649k) in damages, but based on a subsequent review which constituted that the violations were not systematic, the fine was brought down to SEK 4m (£288k). 

Videoslots has been a license holder since 2018, operating under the Swedish Gambling Act as a supplier of commercial online gambling. 

After uncovering the violations, Spelinspektionen proceeded with the production of a penalty fee in accordance with Swedish law. In the regulator’s words, due to the difficulty of calculating how much Videoslots had profited off the back of the infringement, the sanction could have not exceeded SEK 11.8m, or one million Euros. 

Therefore, the estimate was based on the company’s total net turnover for the year prior to when the violations occurred, which was around SEK 401m. 

Taking this financial position into account, the penalty fee was initially set at SEK 9m, but as it was previously noted, this sum was later brought down to SEK 4m as the regulator constituted that the AML breach was not a systematic occurrence. 

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Coming shortly after the supplier gained similar certification for the Italian market, Aviatrix has been granted a B2B licence from Sweden’s gaming regulator – Spelinspektionen. 

Anastasia Rimskaya, Chief Account Officer at Aviatrix, stated: “We’ve been busy over the last few months gaining the relevant licences and certifications to bring Aviatrix to regulated markets across Europe.”

Aviatrix’s crash title incorporates traditional crash mechanics into a game with ‘intuitive gameplay and innovative features’, implementing free bets, seasonal themes and customisable NFT planes to add ‘another layer to the gaming experience’.  

The supplier heralded Sweden’s online casino market as “one of the most appealing in Europe”, referring to the country’s €400m in online gaming revenues achieved in Q2 2024 – the nation’s most prolific quarter since the market launched. 

Rimskaya continued: “Sweden was always a high priority. We know players there appreciate games that provide something a little different, and we’re always looking to innovate. We can’t wait to see players in the country enjoying Aviatrix.”

While this move sees the igaming provider focus its attention on the European market once again, Aviatrix had pinpointed Africa as an area of growth earlier this year by supplying the title to OdiBets. 

Wilson G, Head of Products at OdiBets, heaped praise on Aviatrix as the firms confirmed their link up. He stated: “Aviatrix is one of the most entertaining new games we’ve seen in a long time. It combines intuitive mechanics that are easy for beginners to understand with a real depth of gameplay.

“We love the commitment of the Aviatrix team to keep the game fresh and exciting. This is just the start of a great partnership.”Aviatrix recently joined forces with Hub88 to bolster the visibility of its crash title, aiming to reach operators around the world in a global distribution deal with the aggregator.”

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