Biting Into Bing Ads for SGA Casinos in Sweden , Is It Still Worth It?
Laura Barkay — BlackCat Traffic
What’s New? Regulatory Heat & Marketing Crackdown.
Recent Swedish and EU policy updates are raising the compliance bar for all gambling advertising,on Google ads and including on Microsoft Bing ads:
- EU-approved tougher ad rules in Sweden now enforce stricter moderation on gambling ad content. Ads must be socially responsible, clearly transparent, and must not target minors or self-excluded individuals. Bonus offers have to be unambiguous and easily accessible in ads.
- The Swedish Gambling Authority is actively banning and penalizing unlicensed operators and influencers promoting illegal gambling, (especially on platforms like Twitch and Instagram though). They’re also cracking down on even licensed operators for breaches, for example, high-profile fines to Spooniker for AML failures.
Sweden’s Advertising Rules Have Just Gotten Tighter
Starting September 1, 2025, Sweden’s Consumer Agency (Konsumentverket) will officially treat all gambling advertising as high-risk content.
- Must explicitly target only adults. No teen-friendly visuals or vibes allowed.
- Bonus claims? They’ve gotta be transparent: with terms fully visible at first sight, just one click away.
- And if someone has self‑excluded via Spelpaus, they cannot receive any marketing at all, not even via vague or implied consent.
So… Is Bing Ads Still a Good Idea..?
Yes, but only if you do it smart. Here’s why:
Lower Costs: Bing often has an avg of 33–35% lower CPC than Google, and can deliver 20% lower CPAs in many markets.
BUT , Lower volume: requires patience and proper testing to get meaningful results.
Unique Audience: More affluent, older, and professional demographics.
BUT Not ideal for younger, mobile-first gaming audiences.
Plateform easy to use: Easy import from Google Ads, similar interface, good for multi-platform PPC strategies.
But it requires vigilant monitoring to avoid irrelevant clicks or compliance missteps.
Compliance risks: If you’re SGA-licensed and fully compliant, you can advertise on Bing. Any slip,misleading copy, poor targeting, failure around self-exclusion , can lead to campaign suspension or regulatory fines.
Many advertisers are doing mistakes and get their account suspensed. Which leads to requesting again the accounts whitelisting…
Conclusion?
YES, Microsoft Bing Ads is still worth it. Especially for Swedish casinos, but only if:
– You have the SGA license and maintain FULL COMPLIANCE, including responsible gaming marketing messaging.
– Your PPC team is experienced, senior, and no mistakes allowed!
– You treat Bing as a complement to Google, not a standalone channel, optimising it for its strengths.
Not running Microsoft Bing Ads is like closing your casino for a few hours every day, while the competition stays open 24/7. Why leave money on the table? 🙂
For a full PPC audit for casinos, strategic advice, or to book your first consultation , contact BlackCat Traffic .
