Sweden's Spelinspektionen Suspends Three Operators Over Bonus Marketing Violations
The Swedish Gambling Authority has revoked licenses from three online operators following an extensive investigation into aggressive bonus targeting of self-excluded players. The suspensions represent the largest coordinated enforcement action in the regulator's history and signal a tougher stance heading into the 2027 license renewal cycle.
Sweden's Spelinspektionen announced Thursday it has suspended the operating licenses of Snabbare AB, NordicBet Sverige, and Casino Heroes Malta following a nine-month investigation that uncovered systematic marketing violations targeting vulnerable players. The regulator determined that all three operators had directed promotional bonus offers to individuals registered with the national self-exclusion program Spelpaus, in some cases through third-party affiliate networks that operators failed to adequately monitor. Combined administrative sanctions across the three companies totaled SEK 94 million.
Director General Camilla Rosenberg said the action reflects a shift in enforcement philosophy, with the authority moving from warnings and fines toward outright license revocation for repeat structural violations. "We have communicated clearly for years that Spelpaus integrity is non-negotiable. Operators who cannot demonstrate airtight controls over their marketing supply chains will lose the privilege of serving the Swedish market," Rosenberg stated during a press briefing in Stockholm. The suspended operators have 30 days to appeal to the Administrative Court in Linköping.
Industry body BOS, the Swedish Trade Association for Online Gambling, expressed measured concern about the enforcement approach, warning that overly aggressive sanctions could push players toward unlicensed offshore sites. However, BOS Secretary General Gustaf Hoffstedt acknowledged that channelization to the licensed market, currently estimated at 86%, depends on public confidence that licensed operators adhere to consumer protection rules. Several major operators including Kindred and ATG issued statements welcoming the enforcement clarity.
The timing is particularly significant as Sweden approaches the 2027 general license renewal, when all currently licensed operators must reapply under updated criteria expected to include stricter marketing conduct requirements and affiliate accountability frameworks. Legal analysts at Wistrand Advokatbyrå suggest the enforcement action establishes precedent that will likely influence how the Ministry of Finance drafts the forthcoming Gambling Act amendments scheduled for parliamentary review this autumn.