Sports Betting in Sweden: Legal Landscape, Platforms, and Regulations
Legal Status of Sports Betting in Sweden
Sports betting in Sweden is fully legal and strictly regulated by the Swedish Gambling Authority, known as Spelinspektionen. Since the implementation of the Swedish Gambling Act on January 1, 2019, the country has embraced a licensing system that allows private operators to legally offer sports betting services. Prior to this reform, the state-owned monopoly Svenska Spel controlled the gambling market. The new legislation opened the door to international and local companies, creating a competitive, transparent, and safer gambling environment for Swedish residents.
All licensed operators must comply with strict guidelines concerning responsible gambling, player protection, marketing standards, and technical requirements. The legal gambling age in Sweden is 18, and operators must verify the identity of players using the national BankID system.
Online Sports Betting Platforms
Sweden boasts a robust selection of online sports betting platforms. Many international operators have acquired Swedish licenses to offer their services, including global giants like Bet365, Unibet, and LeoVegas. Svenska Spel Sport & Casino, although no longer the sole provider, remains a popular choice due to its long-standing presence in the market.
These platforms typically offer a wide range of betting markets, including:
- Football (both international leagues and Swedish Allsvenskan)
- Ice Hockey (especially the Swedish Hockey League)
- Tennis
- Handball
- eSports
- Horse Racing
Live betting, mobile compatibility, and features like cash-out options and odds boosts are also common.
Taxes and Winnings
One of the advantages for players in Sweden is the tax-free status of gambling winnings. If the sportsbook is licensed by the Spelinspektionen, players are not required to pay any tax on their winnings. However, if a player chooses to bet on an unlicensed platform, the winnings may be subject to taxation, and the operator may be penalized under Swedish law.
Responsible Gambling Measures
Sweden takes responsible gambling seriously. All licensed sportsbooks must integrate with the national self-exclusion tool known as Spelpaus. Through Spelpaus, players can voluntarily block themselves from all licensed gambling operators for a specified period or indefinitely.
In addition to Spelpaus, operators are mandated to:
- Display clear information about responsible gambling
- Allow players to set deposit, loss, and time limits
- Monitor behavior for signs of problematic gambling
- Provide access to customer support and help services
Advertising and Bonuses
Advertising by sportsbooks is allowed in Sweden but regulated to prevent aggressive or misleading promotions. Bonus offers are strictly limited — sportsbooks may only offer a welcome bonus to a player upon their first registration. Repeated or ongoing bonuses are prohibited to minimize excessive gambling incentives.
Advertising must not target minors, misrepresent the likelihood of winning, or present gambling as a solution to financial or personal problems. Violations of advertising rules can lead to significant fines or loss of license.
Future Outlook
Sweden’s regulated market continues to evolve, with the government reviewing licensing compliance, blacklisting unauthorized operators, and improving responsible gambling frameworks. The focus remains on maintaining a balance between allowing market freedom and protecting public health.
The Swedish model is often cited as a reference for its strong emphasis on consumer protection and strict operator accountability, setting a benchmark for other European countries considering similar regulatory reforms.
