The rector in Umeå demands an end to game advertising aimed at young people: "It's becoming an outrage"

Gambling problems are growing among children and young people. Of all boys in year 2 at high school, 14 percent engage in risky gambling. In year 9, ten percent of boys have problems, according to a survey carried out by the Central Association for Alcohol and Narcotics Information.

Excitement around the game

- It becomes like a frenzy around the game. At the moment, our students in year one are exposed to an extra lot, but this applies to all years. With AI, it is easier for gambling companies to reach young people and target advertising, says Henrik Ragnvaldsson at Umeå Elite Sports Gymnasium.

A ban on gambling advertising similar to that for alcohol would be the best, the rector believes.

Recently, the lawyer Zandra Milton at the Karolinska Institute was given an investigative assignment by the government to submit proposals to strengthen protection, especially for boys and young men.

- Gambling problems are a serious and fast-growing societal problem, especially among young men, who are at risk of getting very badly hurt, said Minister of Health Elisabet Lann (KD) when the investigation was presented.

Works preventively

One of the areas to be investigated is how direct mail and marketing in social media reach children and young adults and whether it is possible to regulate the area to protect them. Something that is welcomed by Henrik Ragnvaldsson.

He and the school try to work preventively with both students and parents, but believes that it is a tough task when commercial profit interests are the driving force.

The Swedish licensed gaming market alone had a turnover of SEK 28.2 billion in 2025, according to the Public Health Authority.

Want to strengthen protection

The gaming industry's national organization, SPER, is also positive about strengthening protection for players.

- Sper welcomes the investigation. In addition to the task of compiling knowledge about young people's gambling for money and proposing measures to reduce the negative consequences of such gambling, the directive covers several areas that Sper has for a long time highlighted as important to strengthen player protection, not least for young players, says CEO Maria Wennerberg Sedigh.