About Sper

About Sper

The Swedish Gambling Association (Sper) was founded 15 years ago by the gambling operators in Sweden including Svenska Spel, ATG and Folkspel among others.

The reason for founding Sper was to create industry agreements to protect the consumers. Moderate marketing and care about the players have been the main focus ever since. Ethical guidelines, set by the members, have been the backbone of Sper’s work and are now seen as practice in Sweden. Read more about our work in this digital brochure.

An industry organisation

In 2017 Sper developed to become an industry organisation with more assignments on the agenda. Sper represents the gambling market in Sweden and the task given is to work for a healthy, modern, and sustainable gambling market.

Members of Sper are expected to keep the consumer’s best in focus and to work for a positive development of the industry from a sustainability perspective. This is achieved by setting, and following, guidelines for the responsibility for the player and for marketing. All members are also expected to make the ethical issues in regard to gambling an integrated and natural part of the daily work.

Responsibility for the player

Gambling should be something that is made for fun, unfortunately that is not always the case. Some have an unhealthy relationship with gambling or are at risk of getting in trouble. The industry’s various operators and suppliers have a major responsibility for the player and for minimizing the risk of problems. The games, marketing, distribution and sales should all be designed to minimize the risk of excessive gambling.

Sper has created a common practice by developing and adopting principles and guidelines that aim to further strengthen the responsibility for the player in Sweden. This work and commitment not only ensures consumer protection but also a long-term sustainable gambling market.

The guidelines are reviewed by Sustainable Interaction and approved by all members of Sper.

Sper are members of the European Association for the Study of Gambling (EASG) with aim to increase the level of dialogue between its members representing various aspects of gambling.


The legal framework for the Swedish gaming and gambling market consists of a large number of regulations such as the Gambling Act and the Marketing Act.

In addition to following the various laws, the members of Sper and Bos have agreed upon guidelines for ethical and moderate marketing, which help interpret the law and in some parts the guidelines also go further than the law. The guidelines are evolving as markets change, new products are added, and politicians and authorities make increased demands.

Included in the marketing guidelines are:

  • Marketing should be reliable and not misleading
  • Moderation shall be observed when marketing
  • Marketing with supplementary benefits
  • Gaming marketing shall not be addressed to persons under the age of 18
  • Sponsoring shall be done in a spirit of responsibility gaming
  • Information on gaming related problems
  • Marketing shall not be designed so that it is perceived as intrusive
  • Marketing via social media and partners
  • Compliance with the guidelines

Read the common guideslines here:

Swedish Gambling Marketing Guidelines 2.1


The members of Sper consist of operators with permits issued by the Swedish Gambling Authority.

For organisations who are otherwise involved in the Swedish gambling market, and maintain a high level of consumer protection, Sper welcomes Supplier memberships.

Read more about becoming a member here.