{"id":74829,"date":"2026-07-22T08:51:49","date_gmt":"2026-07-22T08:51:49","guid":{"rendered":"https:\/\/gaming-awards.com\/NEWS\/?p=74829"},"modified":"2026-07-22T08:51:49","modified_gmt":"2026-07-22T08:51:49","slug":"spelinspektionen-identifies-affiliates-social-media-as-black-market-channels","status":"publish","type":"post","link":"https:\/\/gaming-awards.com\/NEWS\/spelinspektionen-identifies-affiliates-social-media-as-black-market-channels\/","title":{"rendered":"Spelinspektionen Identifies Affiliates, Social Media as Black Market Channels"},"content":{"rendered":"<p style=\"text-align: left;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-30010\" src=\"https:\/\/gaming-awards.com\/NEWS\/wp-content\/uploads\/2016\/09\/Affiliate-300x201.jpg\" alt=\"\" width=\"300\" height=\"201\" srcset=\"https:\/\/gaming-awards.com\/NEWS\/wp-content\/uploads\/2016\/09\/Affiliate-300x201.jpg 300w, https:\/\/gaming-awards.com\/NEWS\/wp-content\/uploads\/2016\/09\/Affiliate-220x146.jpg 220w, https:\/\/gaming-awards.com\/NEWS\/wp-content\/uploads\/2016\/09\/Affiliate.jpg 423w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>Spelinspektionen, Sweden\u2019s gambling regulator has identified influencers as a prominent factor in promoting unlicensed online gambling services to Swedish consumers, according to a new regulatory report. The authority highlighted concerns about this activity, particularly in environments popular with young people, raising significant questions about consumer protection and enforcement. The regulator specifically pointed to affiliate marketing networks and link farms that redirect search traffic towards unlicensed casinos as primary promotional channels. Additionally, Spelinspektionen noted that some affiliates use Swedish domains to mask operators&#8217; jurisdictions while targeting Swedish players.<\/p>\n<h4 style=\"text-align: left;\">Affiliates and Livestreaming Networks Emerge as Primary Channels<\/h4>\n<p style=\"text-align: left;\">The regulator&#8217;s investigation revealed that many affiliate domains operated briefly, serving thousands of Swedish IP addresses, before disappearing and reappearing under new domains. This pattern of domain rotation allows operators to evade detection while maintaining continuous access to Swedish consumers.\u00a0Some brand-specific affiliate landing pages employed Swedish (.se) domains but redirected users to English-language gambling sites, thereby obscuring the operators&#8217; jurisdictions while specifically targeting Swedish players.<\/p>\n<p style=\"text-align: left;\">Livestreaming platforms emerged as significant distribution channels for unlicensed operators.\u00a0Twitch and Kick served as venues where influencers distributed affiliate links and promotional codes connected to unlicensed operators.\u00a0These platforms integrated features such as leaderboards and giveaways to attract viewers.\u00a0Twitch subsequently banned several unlicensed sites; however, Kick emerged as an alternative for influencers previously removed from Twitch.<\/p>\n<p style=\"text-align: left;\">Enforcement actions produced measurable effects on major influencer promotions of unlicensed gambling.\u00a0Some influencers responded by shifting their focus to international audiences or migrating to other platforms. The regulatory pressure forced adaptation rather than elimination of promotional activities, as operators and affiliates modified their distribution strategies to maintain reach while circumventing restrictions imposed by Spelinspektionen.<\/p>\n<h4 style=\"text-align: left;\">Social Media Giants Host Undisclosed Gambling Promotions<\/h4>\n<p style=\"text-align: left;\">Major social media platforms including Meta, TikTok, Snapchat, and X hosted affiliate links, sponsored posts, and undisclosed promotions for unlicensed gambling services, according to Spelinspektionen.\u00a0The regulator expressed particular concern about English-language comedy and influencer accounts that recently started producing Swedish-language content.<\/p>\n<p style=\"text-align: left;\">Deepfakes featuring Swedish public figures falsely legitimizing advertisements emerged as a sophisticated promotional tactic. These fabricated endorsements exploited public trust to lend credibility to unlicensed operators.\u00a0Alongside traditional social media platforms, encrypted or semi-private messaging channels like Telegram disseminated affiliate links and organized giveaways.<\/p>\n<p style=\"text-align: left;\">Esports represented a prime area where skin-betting and crypto-casino sponsors engaged young audiences.\u00a0Swedish visits to skin-betting sites increased following sponsorship of major tournaments.\u00a0Data revealed that 17 percent of young people followed gambling companies through at least one social media or streaming platform.\u00a0TikTok led platform usage at 10 percent, followed by YouTube at 9 percent, Instagram at 6 percent, and Snapchat at 6 percent.<\/p>\n<p style=\"text-align: left;\">Boys demonstrated higher engagement rates than girls, with 21 percent following gambling companies compared to 11 percent.\u00a0Young people correctly classified only 43 percent of content marketing as advertising, compared to 65 percent of adults. This recognition gap underscored the effectiveness of undisclosed promotional strategies targeting younger demographics.<\/p>\n<h4 style=\"text-align: left;\">Spelinspektionen Intensifies Enforcement and Regulatory Measures<\/h4>\n<p style=\"text-align: left;\">A criminal conviction in March 2026 resulted in a 22-month prison sentence for an influencer found guilty of economic crimes coupled with unlicensed gambling promotion, marking the first known online gambling promotion criminal sentence in Sweden. This prosecution signaled Spelinspektionen&#8217;s shift toward punitive enforcement measures.<\/p>\n<p style=\"text-align: left;\">Subsequently, new regulations tightening technical requirements for Spelpaus took effect from August 1, 2026. These updates feature marketing-related checks, tighter verification processes, and unique IDs for license holders.\u00a0Operators must use unique Actor IDs and API keys when accessing the register, with mandatory checks required at registration, login, and before sending any direct marketing.\u00a0The register itself received updates in 2023 to offer easier access to guidance and information on gambling problems, including an option for players to extend self-exclusion periods.<\/p>\n<p style=\"text-align: left;\">Responsibility remains firmly with license holders, even when third-party providers handle technical integration. The updated framework explicitly states that compliance obligations cannot be outsourced, making license holders liable regardless of vendor relationships.<\/p>\n<p style=\"text-align: left;\">Moreover, the proposed EU Digital Fairness Act, due to come into effect later this year, may introduce stricter rules on targeted advertising that could impact gambling marketing practices.\u00a0This includes tighter restrictions on influencers and stricter transparency requirements for influencer marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Spelinspektionen, Sweden\u2019s gambling regulator has identified influencers as a prominent factor in promoting unlicensed online gambling services to Swedish consumers, according to a new regulatory report. The authority highlighted concerns about this activity, particularly in environments popular with young people, raising significant questions about consumer protection and enforcement. The regulator specifically pointed to affiliate marketing [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":31612,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,11,3,8],"tags":[],"class_list":["post-74829","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-europe","category-headlines","category-igaming","category-latest"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spelinspektionen Identifies Affiliates, Social Media as Black Market Channels - iGaming Post<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gaming-awards.com\/NEWS\/spelinspektionen-identifies-affiliates-social-media-as-black-market-channels\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spelinspektionen Identifies Affiliates, Social Media as Black Market Channels - iGaming Post\" \/>\n<meta property=\"og:description\" content=\"Spelinspektionen, Sweden\u2019s gambling regulator has identified influencers as a prominent factor in promoting unlicensed online gambling services to Swedish consumers, according to a new regulatory report. The authority highlighted concerns about this activity, particularly in environments popular with young people, raising significant questions about consumer protection and enforcement. 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