Swedish online gambling operators have begun voluntarily raising the minimum age for customers to receive welcome bonuses, as part of measures to strengthen protections for young adult customers.
ComeOn and Hajper are the latest brands to introduce higher thresholds, implementing a minimum bonus age of 20 as of 10 November, as reported by Swedish iGaming news source Bettingbladet.
The restrictions have been applied to another ComeOn Group brand, Reviant, which had already imposed a higher age threshold of 25 for its welcome bonus, taking effect as of 17 September 2026.
Other Swedish licences are following suit, with Bethard SE and Spelklubben having applied a 25-year threshold, according to bonus terms changes on 10 November.
The application of a +20 age limit on bonuses sees Swedish licences adhere and interpret “omsorgsplikt” deemed as the legal requirement to “protect customers from excessive risks.”
The duty is upheld by Chapter 14, section-1 of the Gambling Act of 2018, but is not applied as a statutory requirement. Swedish operators are expected to maintain the duties of player monitoring, intervention of risks, and documenting vulnerable interactions.
Inquiry on young adult protections
The voluntary changes come as Sweden’s government examines stronger gambling protections for under-25s through an inquiry led by special investigator Zandra Milton. The inquiry must submit its findings and recommendations to the Riksdag by 29 February 2028.
The review will consider whether young players’ (under 25s) financial circumstances to be checked, alongside the possible introduction of mandatory gambling time limits and further measures to reduce young adults exposure to gambling advertising.
The inquiry is backed by Folkhalsomyndigheten, Sweden’s Public Health Agency, which has encouraged duty-of-care and emphasised the need for specific protections and safeguards for 18–24 year olds consumers engaging with gambling brands.
As it stands, guidelines go beyond Sweden’s statutory minimum age. Chapter 14 Section 9 restricts bonuses to a customer’s first gambling occasion with the licensee.
Feedback given to gambling inspectorate Spelinspektionen further notes that the conditions of promotions bonuses must adhere to Swedish advertising rules on moderation and responsible coverage.
Though not enforced, the changes signal a tougher stance on bonuses for younger players across ComeOn Group, though there is no uniform age limit: ComeOn and Hajper apply a threshold of 20, while Reviant requires customers to be 25.
Waiting on 2027 agenda
As it stands, Swedish gambling has no legislation to dictate which thresholds for bonus activation online gambling licences can apply.
Swedish trade bodies have long supported greater transparency around bonus offers, with the Swedish Trade Association for Online Gambling (BOS) and the Swedish Gambling Association (SPER) requiring clear promotional conditions in their industry standards.
However, neither sets a common minimum bonus age of 20 or 25, leaving higher thresholds to individual operators
The inquiry into stronger protections for younger players was commissioned before the government’s Tidö Bloc lost its majority in September’s election.
The industry meanwhile awaits the formation of a new government and confirmation of who will oversee gambling policy. Niklas Wykman, Minister for Financial Markets, retains responsibility within Ulf Kristersson’s caretaker administration.
As stands, no major changes to Sweden’s gambling rules are currently confirmed for 2027, with the exception of the application of the EU’s new anti-money-laundering requirements on transactional oversight to be implemented from July.
