STOCKHOLM, Sweden, Major online gambling operators in Sweden, including ComeOn Group, have begun voluntarily increasing the minimum age requirement for customers to qualify for welcome bonuses, signalling a proactive move towards enhanced player protection for young adults.
What Happened
As of November 10, ComeOn and Hajper, both brands under the ComeOn Group, have raised their minimum bonus age to 20, a development initially reported by the Swedish iGaming news source Bettingbladet. This initiative extends to another ComeOn Group brand, Reviant, which had already set a higher age threshold of 25 for its welcome bonus, effective from September 17, 2026. Other Swedish licensees are following suit, with Bethard SE and Spelklubben also applying a 25-year-old threshold, as reflected in their bonus terms changes on the same date.
These voluntary changes align with the interpretation of Sweden’s legal requirement known as “omsorgsplikt,” which mandates operators to “protect customers from excessive risks.” While not a statutory requirement for bonus age limits, this duty, upheld by Chapter 14, section-1 of the Gambling Act of 2018, expects operators to maintain diligent player monitoring, risk intervention, and documentation of vulnerable interactions.
Key Details
- ComeOn and Hajper raised their minimum bonus age to 20 as of November 10.
- ComeOn Group’s Reviant brand had previously set a 25-year-old threshold for its welcome bonus, effective September 17, 2026.
- Bethard SE and Spelklubben also implemented a 25-year threshold for bonuses as of November 10.
- These changes are voluntary, interpreting the “omsorgsplikt” (duty of care) to protect customers from excessive risks, though no specific statutory bonus age limit exists.
- Sweden’s government is conducting an inquiry, led by Zandra Milton, into stronger gambling protections for under-25s, with findings due by February 29, 2028.
- The inquiry will consider financial checks for young players, mandatory gambling time limits, and reduced exposure to gambling advertising.
- Folkhalsomyndigheten (Sweden’s Public Health Agency) supports these efforts, advocating for specific safeguards for 18–24-year-olds.
- Current Swedish law (Chapter 14 Section 9) restricts bonuses to a customer’s first gambling occasion with a licensee, and promotions must adhere to Swedish advertising rules on moderation.
Why It Matters
These voluntary adjustments by prominent operators like ComeOn Group are a significant development, as they precede and align with a broader governmental inquiry into strengthening gambling protections for individuals under 25. The inquiry, led by special investigator Zandra Milton and backed by Folkhalsomyndigheten, aims to consider measures such as financial checks, mandatory gambling time limits, and reduced advertising exposure for young adults. While Sweden currently lacks specific legislation dictating bonus age thresholds, this proactive industry stance signals a tougher approach to bonuses for younger players. It reflects an evolving interpretation of operator duty-of-care and could influence future legislative decisions, ultimately shaping a more responsible online gambling landscape for young adults in Sweden. The lack of a uniform age limit across ComeOn Group (20 for ComeOn/Hajper, 25 for Reviant) also highlights the ongoing industry-led interpretation of these evolving standards.