Sweden has introduced new advertising regulations for online gambling operators, aiming to reduce aggressive marketing practices and protect vulnerable groups. The rules, set to take effect in early 2025, include restrictions on the frequency and content of gambling ads.

    

    Operators will also be required to provide clear information about the risks of gambling and offer links to self-exclusion programs. The Swedish Gambling Authority (Spelinspektionen) has warned that non-compliance will result in heavy fines or license revocation.

    

    The move has been welcomed by consumer advocacy groups but criticized by the industry, which argues that overly strict rules could stifle competition and innovation. The government has defended the regulations as necessary for creating a safer gambling environment.