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Sweden’s state-owned operator has published a new report with 18 proposals for tighter gambling regulation, warning that young people and women remain particularly vulnerable to gambling harm.
The 42-page report, released this week, outlines a series of reforms that Svenska Spel believes are necessary to restore trust in Sweden’s regulated market. It focuses on three core areas: stronger protection for young people, blocking unlicensed casinos, and introducing a risk classification system for games.
A market still finding its balance
Seven years after re-regulation, Sweden is still struggling to deliver on its original goals.
Sweden ended its state monopoly in 2019 and opened its market to private operators under the Gambling Act. At the time, the move was welcomed as a modernisation of gambling policy, designed to improve consumer protection and increase channelisation.
But the new report argues that the outcomes have been mixed. Svenska Spel notes that while new measures have been introduced since 2019, they have not been applied as forcefully as in other comparable markets. Channelisation remains stuck below 85%, meaning a significant share of Swedish players still use unlicensed providers.
Protecting young people
The report highlights new risks that affect younger players in particular.
Lootboxes, skin betting, and unregulated streaming content on platforms such as Twitch and Kick are listed as some of the biggest threats to young people. These products and environments blur the line between gaming and gambling, increasing exposure to high-risk behaviour at an early age.
Svenska Spel argues that regulators and operators must address these risks more directly, with specific measures aimed at underage and young adult audiences.
Women face distinct risks
New data suggests gambling harm develops differently between men and women.
According to Svenska Spel’s findings, men and women tend to prefer different gambling products, but the risks for women can escalate faster. Women were more likely to experience comorbidities with other issues, and to move quickly from initial participation to problem gambling.
This distinction, the report notes, has not been widely addressed by regulators elsewhere. Svenska Spel believes acknowledging gender differences could lead to new approaches in harm reduction and targeted support.
CEO’s warning
Anna Johnson, President and CEO of Svenska Spel, says the risks are growing.
Johnson said:
“Seven years after the re-regulation, we are far from the goal of a safe gambling market. Young people and women are particularly vulnerable, and the growth is almost exclusively in high-risk games such as online casinos. It threatens both consumer protection and confidence in the regulated market. Therefore, with our report, we want to show that there are concrete and feasible solutions.”
Risk-based rules for online casinos
Svenska Spel supports stricter measures for the highest-risk products.
Online casinos, described as inherently riskier than other forms of gambling, are at the centre of the proposals. The report suggests that marketing rules should be stricter for these products, rather than applying the same restrictions across all gambling verticals.
This recommendation comes only days after a separate Gambling Act Review by Marcus Isgren, which also proposed higher standards of advertising for online casinos.
Building a sustainable market
Svenska Spel says regulation must balance enjoyment with long-term safety.
Johnson emphasised that gambling can be a positive source of entertainment, but only if it is managed responsibly.
“We know that games are a source of joy, excitement and community. But then the market must be secure and sustainable in the long term. Our proposals show that there is an opportunity to reverse the trend if industry, authorities and legislators act together.”
What comes next
The 18 proposals mark another step in Sweden’s ongoing regulatory debate.
The new report builds on years of amendments to the Gambling Act and comes as political and regulatory pressure continues to mount. For operators, the proposals could mean tighter restrictions, especially in areas like payment systems, advertising, and monitoring of high-risk games.
For regulators, the focus will be on translating research into enforceable policy. With both Svenska Spel and government inquiries calling for tougher measures, Sweden looks set for further reforms that could reshape its gambling landscape in the coming years.
Source: Gambling Insider
