Sweden Tightens Bonus Rules: ComeOn Group Sets Age Limit at 20

A significant shift in player protection is occurring in Sweden, specifically targeting the young adult demographic. Leading online gambling operators have begun voluntarily raising the minimum age for claiming welcome bonuses. This initiative is a response to the intensifying public and political debate regarding gambling risks for individuals under the age of 25. The ComeOn Group is leading this movement, setting new standards that far exceed the statutory minimum requirement of 18 years.

Brands ComeOn and Hajper implemented a new threshold on November 10. Customers must now be at least 20 years old to benefit from promotional bonus offers. Reviant, another brand under the group's umbrella, went even further by imposing a minimum age of 25 for its welcome bonus starting September 17, 2026. Competitors such as Bethard SE and Spelklubben have followed suit, updating their bonus terms on November 10 to require a minimum age of 25.

Numbers and facts

These measures are based on a specific interpretation of the so-called "omsorgsplikt," the legal requirement to protect customers from excessive risks. This duty is enshrined in Chapter 14, Section 1 of the Swedish Gambling Act of 2018. Although the act does not specify an exact age for bonus eligibility, operators feel obligated to monitor and document interactions with vulnerable groups.

The Swedish Public Health Agency, Folkhälsomyndigheten, explicitly supports these tighter rules. It emphasizes the need for specific safeguards for the 18–24 age cohort. Currently, Swedish law under Chapter 14, Section 9 restricts bonuses to a customer’s first gambling occasion with a licensee. The new age thresholds further limit the pool of eligible recipients, signaling a tougher industry stance.

Background

The voluntary changes by operators come at a strategically vital time. The Swedish government has commissioned an extensive inquiry led by special investigator Zandra Milton. This commission must submit its findings and recommendations to the Riksdag by February 29, 2028. A primary focus is whether mandatory time limits and more rigorous financial checks should be introduced for players under 25.

Additionally, the inquiry is exploring ways to reduce gambling advertisement exposure for young adults. The political landscape adds a layer of complexity; the inquiry was commissioned before the governing bloc lost its majority in the September elections. Niklas Wykman, Minister for Financial Markets, remains responsible for the portfolio within the current caretaker administration as the industry awaits the formation of a new government.

"The application of a +20 age limit on bonuses sees Swedish licences adhere and interpret ‘omsorgsplikt’ deemed as the legal requirement to protect customers from excessive risks." - Official justification of the measure according to Chapter 14 of the Gambling Act.

Why it matters for German players

For German players, this development in Sweden provides an interesting comparison, even though Germany already maintains extremely strict regulations. The German Interstate Treaty on Gambling 2021 (GlüStV 2021) does not mandate a specific "bonus age" of 20 or 25, but it protects young adults through other mechanisms. The general cross-provider deposit limit of 1,000 Euro per month (LUGAS) acts as a significant barrier for younger players who often have lower incomes.

Furthermore, the 1 Euro stake limit per spin on virtual slots ensures a slower pace of play. While Swedish operators are voluntarily restricting bonuses, Germany regulates the market through technical oversight and strict advertising bans. A player in a legal GGL-licensed casino can be certain that youth protection is the highest priority. However, the Swedish debate could eventually trigger discussions in Germany regarding targeted bonus restrictions for young adults.

What it means for GGL-licensed casinos

Casinos holding a permit from the Gemeinsame Glücksspielbehörde der Länder (GGL) must adhere to the official whitelist. Any violation of player protection standards can quickly lead to license revocation. Unlike Sweden, where trade bodies like BOS and SPER demand transparency but haven't set common age limits for bonuses, German rules are centrally managed. The Swedish initiative demonstrates that proactive player protection can be a way to avoid even harsher statutory prohibitions. German operators are closely monitoring these trends, as regulatory waves in the EU often originate in Scandinavia.