Sweden is about to confront a question that the European gambling industry has sidestepped for years:
When does online entertainment become illegal gambling promotion?
This week, the criminal trial of gambling influencer Christofer “Chrippa” Lundström moves into the courtroom. Prosecutors say his casino streams did more than entertain. They claim his content effectively guided Swedish viewers toward unlicensed gambling operators. Lundström’s legal team argues the opposite. They describe him as an entertainer whose content falls outside Sweden’s current advertising rules, which they say have not kept pace with digital influence culture.
The implications reach far beyond a single streamer. Europe is already tightening enforcement around gambling advertising, influencer partnerships and affiliate promotion. A strict ruling in Sweden may shift how regulators across the EU interpret digital promotion. A more lenient ruling may give creators greater freedom on mainstream platforms.
However this case ends, the impact will be felt outside Sweden.
The case: who is Chrippa and what is he accused of?
Christofer “Chrippa” Lundström earned a large following by streaming high stakes casino play on platforms such as Twitch and Kick. His fast rise made him one of Sweden’s most recognizable gambling creators.
According to filings from the Swedish Economic Crime Authority, supported by investigative material from the Swedish Gambling Authority, Lundström now faces several serious charges:
- Gross accounting crime
- Gross tax fraud
- Gross business money laundering
- Obstruction of tax control
- Promotion of illegal gambling
Prosecutors are also seeking the following penalties:
- A five-year business ban
- Tax surcharges of approximately SEK 1.5 million
- Confiscation of assets that investigators link to gambling promotion
The trial began on 17 November in Linköping District Court and is expected to last about one week.
Lundström denies all allegations. His lawyers state that the funds highlighted by prosecutors came from loans and personal gambling winnings rather than structured agreements with offshore operators.
Even before a verdict is reached, the case is historic. This is the first criminal prosecution of a gambling influencer under Sweden’s modern regulatory framework.
The blurry line between entertainment and promotion
The core question in the case mirrors a bigger challenge for regulators across Europe:
At what point does creator content become marketing?
For years, gambling streams have blended entertainment and promotional influence. High-volatility spins, bonus hunts, and large wins create emotionally charged content that can function like advertising. Regulators in several European markets view this type of content as promotion when it:
- Encourages participation in gambling
- Normalizes repeated gambling behavior
- Directs viewers toward an operator
- Presents gambling as aspirational
- Reaches large or potentially vulnerable audiences
The United Kingdom, the Netherlands, and Spain have already used this interpretation in enforcement actions.
The influencer position
Creators often argue that:
- They are entertainers rather than advertisers
- Their audiences understand the difference
- They do not have commercial contracts
- Their content mirrors global streaming norms
Krippa’s defense is built around these points. His team says he produced content and did not promote operators.
Regulators increasingly focus on audience impact instead of creator intent.
Parasocial influence and regulation
European consumer-protection bodies have highlighted the importance of parasocial relationships. Viewers frequently develop one-sided bonds with influencers they watch regularly. When gambling is involved, this influence becomes more powerful because the creator displays risk, wins, and excitement that can shape audience behavior.
This is why the Chrippa trial matters across Europe. The case may determine whether influence alone, even without a written contract, qualifies as illegal gambling promotion.
If the court says yes, other European jurisdictions may adopt the same logic.
Sweden’s regulatory position and why this case exists
Swedish law takes a straightforward position. Any gambling marketing that reaches Swedish consumers must involve licensed operators and must comply with strict responsible gambling rules.
Spelinspektionen’s guidelines apply these rules directly to streamers and creators. Regulators argue that a creator becomes part of the promotional chain if they display gambling content that appears connected to unlicensed operators. Regulators also say that it does not matter if the creator is paid.
According to Spelinspektionen’s operational priorities for 2025, two main concerns shaped the decision to pursue this type of case:
- Reducing exposure to unlicensed gambling
- Limiting the visibility of gambling content to younger audiences on social media
A key regulatory issue is Sweden’s long-standing “direction test”. This test evaluates whether a gambling offer is aimed at Swedish players. Authorities say the test has created loopholes for offshore websites that use foreign languages or international branding.
A reform is underway that would shift to a “participation test”. Under this model, if Swedish users can access an offer, then Swedish rules may apply.
This context makes the Chrippa prosecution more than an isolated case. It signals that digital creators are now firmly inside Sweden’s enforcement boundaries.
Europe is tightening rules around influencer promotion
Although Sweden is the first to pursue a criminal case of this kind, the wider European trend is clear. Regulators across the continent are tightening controls on influencer-led gambling content.
Continental frameworks are shifting
In 2025, the European Gaming and Betting Association and the European Advertising Standards Alliance introduced a joint pledge aimed at responsible influencer marketing. It includes:
- Age verification and restrictions
- Stronger transparency requirements
- Independent monitoring of influencer advertising
For the first time, European regulators and industry groups treated influencer-driven gambling content with the same seriousness as advertising on television or print.
National regulators are stepping up enforcement
The Netherlands has issued takedown orders and fines for influencers who directed audiences to unlicensed operators. Consumer-protection committees within the European Parliament continue to push for stricter oversight of influencer content under the Digital Services Act.
Across the continent, regulators are building a more unified and strict framework for gambling influence.
Sweden’s verdict may help determine how far that framework reaches.
Industry reaction as streamers, affiliates and operators prepare for impact
Even before the first witness testimony, the industry has started adjusting to the case.
Streamers are pulling back
After warnings from Swedish authorities earlier this year, several creators removed affiliate links, restricted gambling content, or deleted older promotional material. What once looked like harmless engagement now appears to be a legal risk.
Operators are tightening compliance
Licensed operators in Sweden and elsewhere in the EU have increased scrutiny of influencer partnerships. Compliance teams now require:
- Clearer disclosures
- Geographic controls
- Documentation showing that content is not targeting Swedish viewers
Some operators now review influencer material with the same rigor as traditional advertising campaigns.
Affiliates are reducing exposure
Affiliates that rely on Swedish traffic are already shifting strategy. They face not only potential enforcement but also the risk of a precedent that could reshape how affiliate marketing works in Sweden.
A guilty verdict would accelerate this shift.
What a guilty verdict could set in motion
If the court finds Lundström guilty, the consequences could reshape digital gambling promotion across Europe.
A conviction may result in the following outcomes:
- Influencers could face criminal liability for unlicensed promotion
- Regulators in other EU countries may adopt similar interpretations
- Operators may impose stricter limits on influencer partnerships
- Affiliate strategies may shift toward low-risk markets
- Enforcement could move from administrative action to criminal prosecution
A guilty ruling would signal that Sweden is prepared to apply the same seriousness to digital promotion as it does to traditional advertising violations.
What an acquittal would mean
A not-guilty verdict would not eliminate regulatory pressure. Instead, it may highlight gaps in current legislation.
If Lundström is acquitted, likely outcomes include:
- Lawmakers may update the Gambling Act to explicitly regulate influencer promotion
- Regulators may focus on platform responsibility rather than individual creators
- Streamers may feel more confident in the short term
- Social platforms may face new expectations around age restrictions and content visibility
An acquittal would not end the debate. It would simply shift it.
How this case could define the future of gambling influence
The Chrippa trial is about much more than one creator.
It is Sweden’s first attempt to apply a regulatory framework built in 2018 to a digital environment built around influence culture, global platforms, and parasocial relationships. The case forces creators, operators, affiliates, and policymakers to confront the same issue:
Influence has become powerful. Influence has become persuasive. Influence may soon be regulated as strictly as advertising.
Whatever happens in Linköping will influence the European gambling landscape.
The moment where entertainment and legality collide has arrived, and Europe is watching.
References
- https://www.svd.se/a/Gyop5J/christofer-chrippa-berg-atalas-for-ekobrott
- https://www.svt.se/kultur/8-av-10-svenska-toppinfluencers-gor-reklam-for-illegala-natcasinon
- https://www.riksdagen.se/sv/dokument-och-lagar/dokument/svensk-forfattningssamling/spellag-20181138_sfs-2018-1138
- https://www.konsumentverket.se/marknadsratt-foretag/dold-marknadsforing-i-sociala-medier-regler-for-foretag
- https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag
- https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32022R2065
