Sweden Faces Debate Over Online Gambling Bonus Ban

Sweden’s online gambling market is at the center of a heated debate over a proposed ban on player bonuses. State-linked operators Svenska Spel and ATG have called for a full prohibition, citing concerns that incentives could encourage underage gambling and risky behaviour. The move has sparked a sharp reaction from private operators, who argue the measure could inadvertently strengthen monopolies and push players to unlicensed websites.

The joint proposal from Svenska Spel and ATG emphasizes data showing increased gambling among Swedish teenagers, suggesting bonuses attract younger users. They advocate removing welcome offers and other incentives for licensed operators to promote safer play.

However, the industry body BOS warns the link between adult bonuses and youth gambling is overstated. Secretary General Gustaf Hoffstedt said that underage players are more likely exposed to betting through in-game items and online platforms rather than traditional welcome bonuses. He stressed that banning bonuses would put private operators at a disadvantage while benefiting incumbents with established customer bases.

BOS also highlighted the risk of an expanding black market. If licensed operators lose marketing tools like bonuses, players may migrate to offshore platforms offering similar incentives without regulatory oversight. Hoffstedt called for a balanced approach that protects consumers without undermining the licensed sector.

The debate unfolds amid broader regulatory reform in Sweden, as authorities review the Gambling Act to strengthen enforcement against illegal operators. The final decision on bonuses will influence market dynamics, consumer protection and the country’s ability to keep players within the licensed ecosystem.

As the discussion continues, stakeholders are closely watching whether Sweden can maintain a competitive, well-regulated market without inadvertently driving users to unregulated platforms.