ComeOn Group Raises Welcome Bonus Age Limits in Sweden
Sweden – 12 November 2026 – www.zonadeazar.com ComeOn Group has introduced new restrictions on welcome bonuses in Sweden, voluntarily raising the minimum age for accessing these promotions as part of its efforts to strengthen protections for younger players.
From 10 November 2026, the group’s ComeOn and Hajper brands introduced a minimum age of 20 for welcome bonuses, while Reviant, another ComeOn Group brand, has maintained a 25-year threshold since September.
The initiative reflects a growing trend among Swedish gambling operators towards adopting safeguards beyond existing legal requirements.
ComeOn, Hajper and Reviant Introduce New Limits
The updated conditions establish different age thresholds across the group’s brands:
- ComeOn: minimum age of 20 from 10 November.
- Hajper: minimum age of 20 from 10 November.
- Reviant: minimum age of 25 from 17 September 2026.
Other operators have also introduced similar restrictions.
Bethard SE and Spelklubben updated their promotional terms on 10 November, introducing a minimum age of 25 for certain bonuses.
These measures are voluntary and do not result from legislation specifically requiring these age thresholds.
Sweden Strengthens Young Adult Protection
The restrictions are linked to Sweden’s omsorgsplikt principle, a duty of care requiring operators to protect consumers against excessive gambling risks.
This obligation is established under Chapter 14, Section 1 of the Gambling Act 2018.
The legislation requires operators to monitor player behaviour, identify potential risks and intervene when signs of vulnerability emerge.
However, Swedish law does not currently require customers to be at least 20 or 25 years old to receive welcome bonuses.
ComeOn Group’s decision therefore represents a stricter interpretation of its player protection responsibilities.
Government Inquiry into Under-25 Gambling Safeguards
The Swedish Government is conducting an inquiry into additional protections for gambling customers under the age of 25.
The review is led by special investigator Zandra Milton, who must submit findings and recommendations to the Swedish Parliament by 29 February 2028.
Issues under consideration include:
- Potential financial assessments of younger customers.
- Mandatory gambling time limits.
- Further restrictions on young adults’ exposure to gambling advertising.
- Additional measures to prevent gambling-related harm.
The inquiry is supported by Folkhälsomyndigheten, Sweden’s Public Health Agency, which has emphasised the need for specific safeguards for consumers aged 18–24.
Current Swedish Bonus Regulations
Sweden already imposes specific restrictions on promotional offers from licensed gambling operators.
Chapter 14, Section 9 of the Gambling Act limits bonuses to a customer’s first gambling occasion with a licensed operator.
Promotional terms must also comply with moderation and responsible advertising requirements overseen by Spelinspektionen, the Swedish Gambling Authority.
The newly introduced age restrictions supplement these obligations without changing the existing legal framework.
Industry Associations Support Transparency
Sweden’s leading gambling industry associations maintain standards designed to improve transparency in promotional offers.
Both the Swedish Trade Association for Online Gambling (BOS) and the Swedish Gambling Association (SPER) promote clear and understandable promotional conditions.
However, neither organisation currently requires a uniform minimum bonus age of 20 or 25.
Consequently, the implementation of additional age restrictions remains a decision for individual operators.
Uncertainty Surrounding the 2027 Regulatory Agenda
The changes come amid political transition following Sweden’s September 2026 parliamentary elections.
The gambling industry is awaiting the formation of a new government and confirmation of responsibility for gambling policy.
Niklas Wykman, Minister for Financial Markets, continues overseeing the sector within Ulf Kristersson’s caretaker administration.
No major changes to Sweden’s gambling framework have yet been confirmed for 2027, apart from the introduction of new European anti-money laundering requirements from July.
Industry Impact and Next Steps
ComeOn Group’s decision could encourage other Swedish operators to review their customer acquisition strategies involving younger adults.
The restrictions specifically affect welcome bonuses, a commonly used promotional tool for attracting new sportsbook and online casino customers.
Operators adopting voluntary age limits must balance commercial objectives with their consumer protection responsibilities.
Through these measures, ComeOn Group is strengthening its responsible gambling policies ahead of potential regulatory changes in Sweden, where protecting younger adults is becoming an increasingly important priority.
Editó: @fonta
