Sweden has a regulated market for online games of chance. By law, it is allowed for affiliates to promote operators with a license for the Swedish market. The Spellag 2018:1138 (the Swedish Gambling Act), explains that it is only allowed for gambling providers to offer games of chance if they have a valid license (Section 3, Article 3).

Swedish iGaming licenses are to be granted by the Swedish Gambling Commission (known as the Spelinspektionen).

As said, affiliates are legal in Sweden. But, they have to live up to strict rules. In this article, we will explain more about rules for Swedish affiliates (for instance, coming form the ‘Svenska Spelbranschens Riktlinjer för Marknadsföring’, otherwise known as the Swedish gambling industry Marketing Guidelines).

Next to this, we will explain how Swedish affiliates can benefit greatly from joining our quality mark. Our Swedish Compliance Code offers a chance for affiliates to learn about Swedish iGaming compliance, and live up to the increasing standards on this subject.

Interested already? Fill out our application form, after which we will start compliance procedures within a week!


Rules for Swedish affiliates explained

As said, it is only legal to offer games of chance in Sweden with a valid license (see Section 3, Article 3 of the Swedish Gambling Act). The Swedish Gambling Authority (SGA) runs the licensing procedure. Next to that, the SGA is responsible for ensuring safety, reliability and legality for the Swedish gambling market. The SGA has set up three missions:

  • To watch over the interests of consumers and make sure to reduce risks of the social damage that gambling can bring;
  • To achieve a healthy and safe gambling market;
  • To effectively reduce the supply of illegal games and lotteries.

Affiliates fall under the authority of the SGA as well. Next to this, Swedish iGaming affiliates have to take the Swedish Consumer Agency (in short SCA, originally called the ‘Hallakonsument’)  into account. The SCA is the primary supervisor for the Swedish Marketing Act (originally called the ‘Marknadsföringslagen 2008:486’), where the SGA states that gambling marketing needs to be in line with this Act.

Sweden is in the process of strengthening its gambling regulations as well.


Swedish iGaming Affiliate activities

The SCA has a Swedish Gambling Industry Marketing Guideline as well (as stated in the introduction of this article). The SCA clearly states that it is crucial that the gambling provider does not violate regulations when marketing is outsourced to third parties (for instance, affiliates). Affiliates themselves can be held responsible as well on grounds of the Swedish Gambling Act (see Section 19, article 2 for instance).


Illegal iGaming Promotion in Sweden

Section 3, Article 7 of the Swedish Gambling Act forbids promotion of illegal gambling. The SGA listed all legal operators on their website: ‘Aktiva spellicenser & tillstånd’. This list contains licensed operators. But, other kind of licenses are displayed as well (think of licenses for game developers). Under ‘Licenstyp/tillstånd’, there is a possibility to select the license type you’re looking for.

Be aware:

Swedish Gambling legislation opts a very broad definition of marketing (advertising and other measures during business activities which are intended to promote the sale of and access to products including a trader’s action, omissions or other measures or behavior before, during or after sale or delivery of products to consumers or traders). This means, with Section 3 Article 7 of the Swedish Gambling Act in mind, that Swedish iGaming affiliates should be extra careful. Any form of ‘marketing’ related to illegal operators can count as an offence.


If a Swedish affiliate wants to write about write illegal operators (for SEO purposes for instance), the affiliate should take the following into account:

  • Write about illegal operators in a very objective manner, without encouraging the reader to partake in registering at illegal operators;
  • Do not give the impression that illegal operators are popular in Sweden;
  • Do not rank services from illegal operators (do not give 4 out of 5 stars for certain products for instance);
  • Never provide a direct link or show the website URL of an illegal operator.


Responsible use of channels

The Gambling Act outlines strict regulations regarding gambling marketing in Sweden. Section 15, article 1 mandates moderation and prohibits targeting individuals under 18. Non-compliance with these rules, as outlined in section 15, article 4, is a violation of both the Gambling Act and the Marketing Act. Affiliates must explicitly state their non-targeting of minors and the minimum age requirement of 18 on all platforms. Various methods, such as pop-ups and age restrictions on social media channels, can be employed to enforce this.

While affiliates aren’t directly bound by section 14, article 1, which concerns licensed gambling providers’ duty of care, understanding it underscores the importance of responsible marketing. The Swedish Consumer Agency also prohibits marketing to minors, emphasizing factors like content design and channel choice to ensure compliance. Additionally, section 15, article 2 stipulates that marketing should avoid targeting individuals who have self-excluded from gambling, promoting responsible gambling practices further.


Careful and balanced expressions

The Marketing Act and Gambling Act in Sweden enforce strict guidelines on gambling marketing. Section 5 of the Marketing Act mandates compliance with good marketing practices, defined in section 3, to protect consumers. Misleading marketing, implying risk-free gambling, or exaggerating winning possibilities is prohibited. Moderation, as stated in Chapter 15, article 1 of the Gambling Act, must be observed to prevent excessive gambling. The Consumer Agency’s guidelines further clarify unacceptable marketing practices.

Affiliates must avoid promoting gambling as a solution to financial or personal problems, and refrain from encouraging irresponsible gambling behaviors. Messages implying guaranteed wins or linking gambling to success are also prohibited. Responsible gambling messaging and avoidance of pressuring tactics are crucial. Affiliates should emphasize gambling for entertainment, not monetary gain, and discourage excessive participation. Explicitly stating the importance of responsible gambling and the undesirability of excessive gambling is essential to ensure compliance.


Aligning marketing with addiction prevention

The Swedish Gambling Authority’s regulations require licensed providers to offer such resources, including risks associated with gambling, helpline contacts, and self-exclusion options. While affiliates aren’t bound by these regulations, working with licensed providers necessitates adherence to responsible gaming guidelines.


Creating a webpage dedicated to responsible gaming is recommended, easily accessible from every page of the affiliate’s site. This page should avoid marketing activities and not encourage gambling. The Consumer Agency emphasizes the importance of readily available responsible gaming information and clear highlighting of such content in marketing materials. Providing extensive resources on responsible gaming demonstrates a commitment to player well-being. Additionally, directing readers to additional help resources in Sweden further supports responsible gaming practices.


Benefits of joining QMRA for Swedish affiliates

As you can see in this article, there are many compliance requirements for Swedish iGaming affiliates. Joining QMRA can be very helpful in becoming and staying compliant.

QMRA is a quality mark. With compliance checks for Swedish affiliates, based on our QMRA Sweden Code, QMRA aims to support affiliates to work at high standards. If the affiliate is found compliant with our QMRA Code for Sweden, the affiliate is allowed to have our Quality Mark present in the website footer for a year. An example on one of our Swedish QMRA member websites Casino Topplistan:

Of course, our Quality Mark is to be found on websites for other jurisdictions as well. Think of  My Wettanbieter for Germany for instance. What are the benefits of carrying our QMRA Quality Mark on your Swedish iGaming website?


Gaining Swedish iGaming Affiliate compliance knowledge

QMRA tailors its approach to the intricate regulatory landscape of the Swedish iGaming market. Members benefit from detailed feedback reports meticulously crafted to align with relevant legislation. Even in cases of outright compliance, affiliates receive comprehensive reports outlining the rationale behind their compliance status. This interactive feedback mechanism empowers affiliates with deep insights into the nuances of Swedish iGaming regulations.

By referencing specific legislation and elucidating the necessity of certain actions, these reports serve as invaluable resources in navigating the complexities of compliance. In Sweden’s highly regulated iGaming industry, this approach proves indispensable for affiliates striving to maintain adherence to legal requirements and industry standards.


Positive exposure and link value: being part of an evidence based Quality Mark

For Swedish iGaming affiliates, QMRA stands as a beacon of credibility in a highly regulated market. With few quality marks grounded in actual compliance checks, QMRA’s evidence-based approach sets members apart, garnering positive exposure and reinforcing their commitment to responsible gambling. By aligning with QMRA’s standards, affiliates signal their professionalism and dedication, earning valuable do-follow links and solidifying their reputation within the Swedish iGaming industry.


QMRA is evidence based!

Before QMRA was launched, our organization launched a Quality Mark for the Dutch Market (Keurmerk Verantwoorde Affiliates, generally known as KVA). The KVA, launched in September 2021, swiftly gained traction among Dutch iGaming affiliates, boasting over 85 members, including prominent international sites like Gambling.Com and Casino.Org.

Based on actual compliance checks, KVA grants a quality mark to affiliates meeting Dutch laws and regulations. With an Advisory Board comprising industry experts, KVA has earned recognition from operators, transforming Dutch affiliates into trusted entities within the sector.

Our KVA evidence led to numerous international affiliate companies to show interest in our Quality Mark. Among them:

Various well known iGaming news website posted about QMRA after the launch: Gambling Insider, iGB Affiliate, CasinoBeats, European Gaming and iGaming Future among others.


Instilling trust in operators, the Swedish iGaming authorities and website visitors

By displaying the QMRA logo in your website footer, Swedish iGaming affiliates signal professionalism and reliability to operators, consumers, and authorities alike. With years of compliance expertise backing QMRA and the success of the Dutch quality mark KVA, affiliates gain trust through rigorous checks, establishing themselves as reputable entities in the industry.


Apply for QMRA as a Swedish iGaming affiliate

Are you interested in joining the QMRA? We would be delighted to welcome you as a member. If you have any questions, please send an email to info@qmra.eu or fill out the application form directly.

About QMRA Europe

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