There is something about this in the latest CAP magazine, p38 – Here is the section on Sweden – I am not an expert so can’t answer questions – The guy that wrote it is Tom Russell a lawayer from Berwin leighton Paisner:
“In Sweden, in the absence of local presence of operators, enforcement action has focused on advertising intermediaries and the Swedish Gaming Board has acted a number of times against the promotion in Sweden of gambling arranged abroad. One of the cases concerned a banner on a website owned and operated by a Swedish private person containing an advertisement for, and a link to, a London based online gaming company. Criminal proceedings have also been brought against the representatives of Swedish newspapers for their printing and distribution of advertisements for foreign online gaming companies. The Swedish Gaming Board has held that the insertion of such advertisement constitutes illegal promotion of lotteries arranged abroard.
However, in all cases no entity outside Sweden has been pursued, so ironically the operator has not been targeted.”
The article concludes:
“There is a patchwork approach to marketing gambling services in the EU, with little consistency or clarity in laws. As such what may be tolerated today may be prosecuted tomorrow and visa versa. The most important advice is to monitor the situation carefully and try to ensure one’s activities are not high profile and flying onto the radar of local prosecutors”
The digital version of the magazine will be out in two weeks with the full article but I can post you out a hard copy of the issue with the article if you haven’t subscribed before. just PM me