What a casino campaign page or email needs in Sweden: the first-occasion bonus rule, Spelpaus, Stödlinjen, visible bonus terms and moderation. A CRM checklist.
Bonuses: the first-occasion rule
Under the Gambling Act (Spellagen 2018:1138, chapter 14, section 9), a licensee may offer a bonus only at the first occasion a player plays with them. A welcome offer is fine. Reloads, cashback, win-back spins and loyalty bonuses for existing players are not.
Spelinspektionen reads "bonus" widely: discounts, cashback and other financial incentives linked to games are treated the same way (iGaming Business).
In practice, for a Swedish CRM calendar: one welcome campaign, then campaigns that carry no bonus at all, such as game launches.
What every campaign page carries
- The minimum age. Commercial messages about gambling must clearly state the minimum age to play (chapter 15, section 3).
- A support contact. Contact details for an organisation that offers information and support with gambling problems, such as Stödlinjen (same section).
- The three responsibility links. Spelinspektionen's regulations (LIFS 2018:2, section 17) require the logos for self-test, gambling limits and self-exclusion through Spelpaus in a locked field at the top of the licensee's websites. Operators have been reprimanded for leaving them off logged-out pages (decision, November 2025).
- Bonus terms you can find. The Consumer Agency's guidance, applied from September 2025, expects bonus terms such as wagering and time limits to be visible at first glance and reachable within one click (summary).
Tone: moderation
Marketing of gambling to consumers must observe måttfullhet, moderation (chapter 15, section 1), and must not be aimed specifically at people under 18. The Consumer Agency's guidance adds that gambling should not be linked to social status, personal success or emotional fulfilment, and that imagery appealing to minors is out.
For a campaign page that means: plain offers, no countdown that resets, no "you deserve it", no young-looking faces.
Who you may send to
Marketing may not be directed at a player who has excluded themselves from gambling (chapter 15, section 2). Your CRM's suppression against Spelpaus is what enforces that, before any email leaves.
What Bild sets for Sweden
- The responsibility bar with Spelpaus, limits and self-test links on every page.
- 18+ and Stödlinjen in the footer of every page and email, locked.
- Key terms printed next to the offer, written from the offer when you leave them empty.
- Amounts in kronor.