Swedish influencers accused of bypassing gambling laws

An investigation by SVT has revealed that three Swedish brothers, operating through the company Joelsson Media, have allegedly earned over 270 million kronor by promoting unlicensed online casinos. The brothers, Erik, Anton, and Mathias Joelsson, run the channel Casinodaddy on platforms such as YouTube and Twitch, broadcasting up to 13 hours a day.

According to the report, the group has collaborated with more than 700 gambling companies, including 29 that appear on the Swedish Gambling Authority’s blacklist. While the brothers claim their content is intended for an international audience because they primarily use English, SVT’s analysis suggests otherwise. Data indicates that 36.6 percent of the traffic to their website originates from Sweden, making it their largest single market.

Swedish gambling legislation requires that marketing specifically target the Swedish market to be deemed illegal. Investigators noted that despite the use of English, Swedish words frequently appear in both speech and text during broadcasts. The Swedish Gambling Authority has reportedly struggled to take action because they cannot definitively prove the advertisements are specifically directed at the Swedish public.