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Land-based customers often lacked even basic pre-play information, and instead desired subtle, proactive support from staff.

Participants outlined several improvements. Of note were clear and simple financial disclosures, including real-time loss displays and transparent explanations of promotional wagering conditions.

The participants suggested timely and relevant interruptions as well as enhanced onboarding processes and in-game assistance, which could include free-play modes, easy access to concise game rules and AI-driven help to clarify complex terms.

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The charter also made a series of other recommendations. It suggested that companies should designate a senior member of staff responsible for governance of the technology. It additionally recommended an AI oversight or ethics committee.

The framework also urged companies to implement rollback mechanisms and “kill-switch” controls for higher-impact systems.

For AI-powered customer support and chat, operators are encouraged to set clear parameters for when conversations should be moved to a human member of staff. These include repeated low-confidence responses, unresolved queries, indications of distress, or a customer simply asking to speak to a human.

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She said the government would receive a report every six months on illegal gambling advertising across these platforms. 

The KVA’s statement mirrors a broader European regulatory trend where authorities are increasingly scrutinising how major internet platforms facilitate traffic to unlicensed gambling services.

In Sweden, Spelinspektionen recently flagged affiliates and social media as key channels for black market advertising and how affiliate networks redirect search traffic towards unlicensed operators.