Svenska Spel, which runs the Swedish state lottery and provides gaming and betting services, presented a package of 18 proposals. These measures are aimed at creating a more efficient, secure, and transparent market.
The recommendations are included in a new analytical report from the national operator. The document is intended for a wide range of participants in the local entertainment sector.
About the New Initiative
Based on the situation that has developed in the country since it adopted the Gambling Act of 2019, Svenska Spel identified 3 key challenges in the sphere:
- low channelisation (less than 90%);
- the growing number of unlicensed wagering websites;
- an increasing gaming harm, particularly among the youth and women.
The operator’s proposals are intended to ensure higher levels of consumer safety and strengthen enforcement of legal regulations.
The initiative covers 2 key areas:
Market Protection
The company has revealed the idea to introduce a formal threat classification for different entertainment categories. This approach will allow niche authorities to impose targeted restrictions on high-risk products and services.
Another measure is DNS blocking for unlicensed web resources. Additional advertising limitations for payment systems and social networks that partner with offshore brands are also being considered.
Consumer Safeguarding
The main package of regulations is aimed at creating a healthy amusement environment for players under 25.
The list of initiatives includes:
- new betting limits;
- more restrictions for gambling marketing;
- a ban on all types of bonuses that encourage problem gaming.
The need for additional audience protection is due to the rapid increase in high-risk content among individuals aged 18 to 24 and the rising interest among minors.
The company also notes the effectiveness of the omsorgssamtal program, which requires trained employees to interact with users with potentially addictive behaviour. Independent assessments show that such measures help reduce session intensity and encourage self-restraint or the setting of limits.
National Market’s Prospects
Next year promises to be pivotal in the full-scale transformation of the gambling business in Sweden.
Expected innovations include the following:
- The Spelinspektionen regulator will receive expanded powers to control compliance with regulations.
- Parliament will consider an amendment to the current law and several initiatives, including those related to the redefinition of illegal activities.
- A total ban on credit card payments for gaming sessions will officially come into effect on April 1st, 2026.
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