Anna Johnson, CEO of Svenska Spel, has presented 18 proposals aimed at creating “a better functioning Swedish gambling market, ensuring the protection of all consumers.”

The proposals form part of a new report commissioned by the state-owned company – which manages the Swedish national lottery while also operating betting and gaming products – for all stakeholders in the Swedish gambling sector to consider.

Speaking this morning to Swedish business daily Dagens Industri, Johnson outlined the measures to draw attention to practical solutions that could strengthen Sweden’s gambling market against future challenges.

Johnson stated: “We know that gaming is a source of joy, excitement and community. But the market must also be safe and sustainable in the long term. Our proposals show that there is an opportunity to turn the tide if the industry, authorities and legislators act together.”

The report highlights the ongoing challenges of regulating Swedish gambling since the market’s re-regulation under the Gambling Act in 2019.

Svenska Spel identifies three principal concerns: low channelisation (below 90%), the growth of unlicensed play, and rising gambling-related harm — particularly among young people and women.

As Sweden’s state-owned gambling group, Svenska Spel stresses its readiness to collaborate with authorities to deliver stronger consumer protection, clearer rules, and tougher enforcement. 

The 18 proposals are divided into two categories: measures to protect the market — such as tackling unlicensed operators and clarifying rules for licensed firms — and measures to safeguard consumers, including stricter rules for high-risk games, enhanced protections for young people, and improved support for those at risk of gambling harm.

On the market side, the group recommends the introduction of a formal risk classification for different types of games, allowing regulators to apply tougher restrictions on high-risk products such as online casinos.

It also calls for DNS blocking of unlicensed websites, alongside tougher promotion bans on payment providers and social media platforms that enable illegal operators to reach Swedish players.

From the consumer protection perspective, Svenska Spel urges the introduction of special safeguards for those under 25, including tighter limits on advertising and betting thresholds.

The company also recommends a ban on all bonus offers, which it argues encourages riskier play, and the creation of a loan-stop register to prevent at-risk players from accessing quick credit to finance gambling.

Johnson added: “Sweden’s gambling market has reached a turning point. Without decisive action against illegal operators and better safeguards for young people, the balance between entertainment and harm is at risk. 

“The choice now is whether to allow the problems to deepen, or to take responsibility and build a market that is safe, transparent and sustainable for the future.”

Calls for government action

Svenska Spel has also urged the government to prioritise new protections in response to worrying trends of higher-risk gambling among young adults aged 18–24 and the increasing number of minors experimenting with betting and online casino play.

The company positions itself at the forefront of consumer protection and market transparency, highlighting its own practice of reporting on “sunda intäkter” – the share of revenues derived from low-risk play – as a benchmark shared with market rivals Unibet and TVG.

Alongside transparency, Svenska Spel points to the expansion of its omsorgssamtal programme, in which trained staff reach out to customers identified as being at risk. 

Independent evaluations show these care calls have a proven impact in reducing gambling intensity and encouraging self-exclusion or limit-setting, and the company argues they should be formalised across the industry.

In doing so, Svenska Spel underlines that safeguarding vulnerable groups must be central to Sweden’s gambling policy, ensuring a sustainable market where entertainment is balanced with protection.

2026 – Year of Swedish Resolutions 

Looking ahead, 2026 is shaping up to be a pivotal year of regulatory transformation. The inspectorate Spelinspektionen is preparing to take on broader enforcement powers, enabling the agency to issue tougher penalties and sanctions for non-compliance. 

At the same time, the Riksdag will vote on recommendations introduced by Consumer Affairs Commissioner Marcus Isgren, which propose amending key provisions of the Gambling Act, including the definition of illegal participation.

In parallel, Spelinspektionen has confirmed that a full ban on credit-based gambling transactions will come into force on 1 April 2026. From that date, licensed operators will be prohibited from accepting deposits funded by credit cards, loans, overdrafts or buy-now-pay-later (BNPL) schemes.

Together, these upcoming reforms and Svenska Spel’s proposals signal a decisive moment for Swedish gambling policy, in which regulators, legislators and industry stakeholders will need to act jointly to protect consumers, enforce compliance, and rebuild trust in the licensed market