--- title: "Sweden — Marketing: Can we advertise? | advennt.io" canonical: https://advennt.io/jurisdictions/sweden/marketing/ source_html: /jurisdictions/se/marketing/index.html description: "Sweden — Marketing: Can we advertise?" generated_at: 2026-11-07T14:55:18Z content_sha256: c1011e8156805dde51b22d6f008a46b56b75053539d1389276ce808d5f14f613 generator: "fe-fleet/md-twin@1.0" --- # Sweden — Marketing: Can we advertise? | advennt.io [Jurisdictions](/jurisdictions/) › [Sweden](/jurisdictions/sweden/) › Marketing # Sweden Gambling — Marketing: Can we advertise? Key section parameters Jurisdiction Sweden (SE) Regulator Spelinspektionen Favourability Mixed Confidence Confirmed Review status Expert approved · In expert review scope Last collected 25 Oct 2026 Summary answer Regulatory action and supervision of marketing of gambling services is divided between the SGA and the Swedish Consumer Agency. The two regulators cooperate closely but have also agreed to divide the regulatory tasks between them. Provisions regarding marketing of gambling services are mainly found… ## Full section analysis Regulatory action and supervision of marketing of gambling services is divided between the SGA and the Swedish Consumer Agency. The two regulators cooperate closely but have also agreed to divide the regulatory tasks between them. Provisions regarding marketing of gambling services are mainly found in Chapter 15 of the Gambling Act. General rules applicable on all marketing are found in the Marketing Act. These acts apply equally to the online and offline market unless a provision explicitly states differently. The Marketing Act is based on Directive 2005/29/EC of the European Parliament and of the Council of 11 May 2005 concerning unfair business-to-consumer commercial practices in the internal market. Annex 1 of this directive is a blacklist which specifies commercial practices which are in all circumstances considered unfair. The annex has the force of law in Sweden. First of all, it should be established that it is a criminal offence to advertise or otherwise market gambling services offered without the required licence. Secondly, there are several restrictions related to marketing of lawful and licenced gambling. The general starting point is that marketing of gambling services shall employ a degree of moderation. It is not yet defined exactly what is included in the definition of moderate marketing. Guidance can mainly be found in the preparatory works and in two reports on the review of the gambling market issued by the Consumer Agency in June 2019, which was followed up through a new report issued in May 2020. Case law will also develop over time and cases are already being assessed by the Patent and Market Court (and the Court of Appeal). Furthermore, marketing of gambling may not be aimed specifically at people under 18 years of age, nor directly at players who have opted for self-exclusion from gambling. On 1 January 2023, the possibility for the authorities to issue a market disturbance fee against those operators who do send out such marketing was introduced. If a player has closed his/her player account with a licence holder, marketing may only be aimed directly to the player if the player actively approved this in conjunction with the account closure. Under Chapter 15, Section 3 of the Gambling Act, commercial communication concerning gambling shall include clear information regarding the minimum age to gamble. Licence holders shall furthermore at venues where gambling takes place, and in the context of commercial communications concerning gambling – with the exception of such communications via radio – ensure that contact information is also stated for an organisation that provides information on, and support for, problem gambling. Licence holders who conclude sponsorship agreements, shall ensure that logos and the names of gambling products or gambling services are not to found on products that are intended to be used or worn by persons under 18 years of age. Under the Marketing Act, marketing shall also at all times be consistent with good marketing practice. Good marketing practice is defined as generally accepted business practices or other established norms aimed at protecting consumers and traders in the marketing of products. For Swedish holders of gambling licences, one example of good marketing practices are the Marketing Guidelines which have been issued by the two trade associations for gambling, BOS and SPER (these can be accessed via link - Marketing Guidelines of the Swedish Gaming Industry. The Marketing Act also includes provisions related to misleading marketing, how to manage limitations in the means of communications, invitations to purchase, misleading copies, comparative advertising and unsolicited marketing (also known as direct marketing). Affiliates are not directly regulated through the Gambling Act. However, under the Swedish Marketing Act, both affiliates and the operator whose products are being marketed may be made fully liable for any violations of marketing provisions. That marketing may not be aimed directly at players who have opted to self-exclude from gambling presents a practical problem for affiliates since they are not able to access database of the National Self-Exclusion Registry. The Swedish Consumer Agency has issued general guidance on marketing in Sweden (KOVFS 2025:2), together with accompanying comments. The guidance is based on legislation, preparatory works, and court practice, and will enter into force on 1 September 2025. Although not legally binding, it is expected to function as an important benchmark in practice.