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. Check out Swedish Gambling Award.

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.


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 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 Sper marketing guidelines are:

  • Marketing must be done in a spirit of responsibility for the player
  • Marketing should be reliable, trustworthy, and not misleading
  • Marketing should be done with moderation
  • Marketing with the help of additional benefits
  • Marketing should not be aimed specifically at minors
  • Sponsorship should be done in a spirit of responsibility for the player
  • Information about gambling related issues
  • Marketing should be designed to not be perceived as intrusive

The guidelines are reviewed by the law firm MarLaw and are approved by all members of Sper.


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.

Norrtullsgatan 6
113 29 Stockholm

Org.nr: 802458-0758

Få nyheter från Sper

Få nyheter från Sper

Norrtullsgatan 6
113 29 Stockholm

Org.nr: 802458-0758