Marketing Rules

Marketing Rules in Finland's Gambling Market

The marketing of gambling services in Finland is governed by the Gambling Act and supervised by the National Police Board. The regulatory framework is designed with a primary objective of preventing and reducing the economic, social, and health-related harms caused by gambling. The rules differentiate significantly between the current monopoly period and the licensed market scheduled to launch on 1 July 2027.

Current Legal Framework (Until 30 June 2027)

Until the new licensing system takes effect, Veikkaus Oy holds the exclusive right to operate and market gambling games in mainland Finland. This includes lotteries, betting, and casino games. The Gambling Act explicitly prohibits the marketing of any other gambling services to consumers in Finland.

The National Police Board actively enforces this prohibition. Its measures include issuing marketing prohibitions against foreign-based operators that target Finnish players. The Board also has the authority to request that Finnish courts order payment service providers to block transactions between players in Finland and unlicensed gambling operators, a tool primarily used against entities that aggressively and unlawfully market their services.

During this transition period, any advertising by operators other than Veikkaus that is visible to or targeted at Finnish residents is considered illegal.

The Licensed Market Framework (From 1 July 2027)

The new Gambling Act, adopted in December 2025, establishes a partial licensing system for online gambling, effective 1 July 2027. This system will permit licensed private operators to offer online sports betting, online casino games, and electronic money bingo. Veikkaus will retain its monopoly on lotteries, scratch cards, and all land-based gambling.

While the market will become competitive, marketing will remain under strict control. All licensees will be required to conduct their marketing activities in a socially responsible manner, with a constant focus on harm prevention.

Core Principles of Responsible Marketing Post-2027

The new Act outlines several key restrictions that will apply to all licensed operators:

• Protecting Minors: Marketing must not be directed at persons under the age of 18. This includes the choice of media channels, advertising content, and any use of personalities or influencers who appeal primarily to minors.
• No Misleading Content: Advertising cannot portray gambling as a solution to financial problems, a form of employment, or a path to social acceptance or success. It is also forbidden to downplay the risks of gambling or create an exaggerated sense of winning possibilities.
• Social Responsibility: Marketing messages must not encourage excessive or irresponsible play. Creating a sense of urgency to play is prohibited.

Restrictions on Sales Promotions and Bonuses

The new legislation introduces specific controls over sales promotions, including bonuses, free bets, and other player incentives. The aim is to prevent promotions that could encourage high-risk or excessive gambling behaviour. While some forms of bonuses may be permitted, they will be subject to strict conditions. The specific details and quantitative limits of these restrictions are being finalized in supplementary decrees by the Ministry of the Interior.

Influencer Marketing and Sponsorship

The National Police Board has already clarified its stance on influencer marketing, a position that will carry over into the licensed system. Any marketing conducted via social media influencers must adhere to all general advertising rules. It must be clearly identified as advertising and must not target minors or vulnerable audiences. Operators will be held responsible for the compliance of any marketing conducted on their behalf.

Direct Marketing and Consent

Electronic direct marketing, such as by email or SMS, is regulated by both the Gambling Act and Finland's data protection laws, which implement the EU's ePrivacy Directive. As a rule, this form of marketing requires the recipient's prior, explicit consent. Operators must have robust systems for managing consent and providing a simple, free-of-charge method for players to withdraw their consent at any time. The Data Protection Ombudsman oversees compliance with these rules.

Enforcement and Supervision

The Gambling Administration unit of the National Police Board will be the primary authority supervising the marketing activities of licensed operators. It will have the power to intervene in non-compliant marketing by issuing warnings, prohibitions, and administrative penalties. Operators planning to enter the Finnish market are advised to develop marketing strategies and compliance controls specifically for Finland, rather than adapting generic 'Nordic' or European templates, given the market's unique regulatory requirements.