Gambling watchdogs, streaming platforms and lawmakers have intensified scrutiny of online casino promotions this year, prompting policy changes and fresh enforcement actions that are reshaping how tips, affiliate deals and gaming advice are distributed across social media and streaming services.
Industry observers say the accelerated regulatory responses in 2025 reflect mounting political pressure and growing public concern about underage exposure, deceptive marketing and influencer-driven recruitment into gambling. Recent moves in multiple jurisdictions — from targeted regulator interventions in Europe to new state-level legislative proposals in the United States, and platform policy shifts among major streaming players — underline a rapidly evolving landscape for anyone offering or consuming online casino tips and advice.
Regulators step in; influencers pull back
Across Europe, gambling authorities have moved from warnings to enforcement. In June 2025 the Swedish Gambling Authority (Spelinspektionen) stepped up supervision of influencers on Twitch and other platforms, and several high-profile Swedish streamers stopped promoting unlicensed gambling operators after the regulator highlighted unlawful marketing practices that could target minors. The action is part of a broader trend in which national regulators are explicitly treating influencer-led promotions as a priority compliance area.
In the UK, the Gambling Commission continues to press operators to make responsible-gambling protections and transparent account histories standard practice — guidance the Commission updated and reiterated last year to help consumers verify licensing and track their activity. The Commission’s public guidance remains a primary reference for regulators and consumer advocates assessing whether operators properly inform and protect customers. Gambling Commission guidance on operator safeguards. (gamblingcommission.gov.uk)
Platforms and legislation reshape the advice ecosystem
Streaming platforms have also reacted. Twitch’s patchwork enforcement on gambling sponsorships — culminating in clarifications over what counts as prohibited promotion versus passive event branding — reawakened debate after the November 2025 StarLadder CS2 Major drew a betting-site sponsor and prompted Twitch to clarify what streamers can say on air. At the same time, rival platforms have introduced stricter rules: Kick moved in early 2025 to allow gambling streams only from approved platforms with age-verification requirements, a policy aimed at cutting off underage access and unregulated operators.
In the US, lawmakers are pursuing complementary paths. Michigan lawmakers introduced bills in November 2025 to tighten controls on gambling and sports-betting advertisements, proposing prior approval of ads by the Michigan Gaming Control Board, bans on ads targeting people under 21, and mandatory inclusion of responsible-gambling disclaimers and helpline information. Similar proposals are pending or under consideration in other states, reflecting growing interest in limiting how affiliates and streamers market online casino bonuses and “tips” to vulnerable audiences. (michigansthumb.com)
Industry insiders say these changes are already altering how tips and advice are shared. Affiliates who once relied on bonus links and live-call-to-action segments are increasingly using pre-recorded, compliance-reviewed content or removing links entirely. Some platforms are requiring visible age gates and clearer disclaimers before any gambling-related content can be monetized or shown to viewers.
What this means for consumers and content creators
For consumers, the immediate practical change is an increase in visible safeguards and a better ability to check operator licenses and activity logs – essential tools for anyone following expert tips or affiliate recommendations. For creators who monetize through affiliate links and sponsorships, the shifting rules mean tighter vetting by platforms, higher compliance costs, and potential loss of revenue from operators deemed too risky or unlicensed.
Experts warn there is no silver bullet. “Regulation and platform policy can reduce harmful exposures, but community norms and responsible creators must do their part,” said a compliance consultant who advises operators and streaming networks. The consultant noted that regulatory action often lags new promotional tactics, so ongoing monitoring and rapid adaptation are critical.
Looking ahead, key developments to watch include whether U.S. states adopt coordinated advertising rules similar to Michigan’s proposals, how major streaming sites reconcile sponsorship revenue with user safety, and whether regulators expand enforcement against affiliates who direct young or vulnerable users to unlicensed services. Those following or sharing online casino tips should track official guidance from national regulators and platform policy updates — the rules around what constitutes permissible advice have changed substantially in 2025 and are likely to keep evolving into 2026.