SVT’s reporting that Sweden is Casinodaddy’s largest audience market makes the lack of regulatory supervision harder to explain. It does not, by itself, establish that the company has broken Swedish gambling law.
SVT reports that Joelsson Media in Kristianstad, which runs Casinodaddy, promoted 29 online casinos blacklisted by Sweden’s gambling regulator, Spelinspektionen. The broadcaster also reports that, despite several complaints, the authority has not opened a supervision case. Investigator Marcus Aronsson told SVT that the issue depends on the legal conditions for action.
The key threshold is whether the advertising is directed at Sweden. Casinodaddy says it operates in English, does not target Sweden and that its own data shows a predominantly international audience. According to SVT, the company has not provided that data.
SVT’s findings give the regulator a concrete reason to examine that defence more closely. The broadcaster says Swedish words appear in streams and on the site, which includes a ranking of casinos that accept Swedish BankID. SVT says its measurements through Similarweb, Semrush and Streams Charts all identified Sweden as the largest single audience group. Similarweb estimated that 36.6% of site traffic over one year came from Sweden.
Third-party audience estimates are not equivalent to internal company data, and they cannot settle the legal question alone. But a large Swedish audience, Swedish-language signals and BankID-linked casino listings make English an insufficient answer to the question of whom the marketing reaches. A regulator should be able to explain how it applies the threshold for scrutiny when an operator with substantial Swedish reach promotes casinos without Swedish licences.
The immediate need is not a premature finding of liability. It is for Spelinspektionen to decide whether to open, and explain, a formal examination of Casinodaddy’s marketing.
Sources
- SVT Nyheter · Source date: 2026-11-08
Independent editorial content. WUA is not affiliated with any political party. 2026-11-09