Finland prepares to launch commercial gambling market.

Finland’s Gambling Scene is About to Change

Big news from Finland! The country is gearing up to shake up its gambling landscape. The government has proposed a new gambling act, and it’s expected to get the green light soon.

What’s Changing?

For a long time, one company had a monopoly on gambling. But the new law would open things up, allowing other companies to apply for licenses to offer sports betting and online casino games. You can expect applications to open in March, with the market launching in July 2027.

However, the current operator will still be a major player. They’ll continue to exclusively run things like lotteries and physical slot machines.

Getting Licensed

Parliament has already given the thumbs up to the new gambling act. The licensing process will be handled by the National Police Board initially, with regulatory decisions being made by a dedicated agency starting in June 2026. B2B licenses will become a requirement by July the following year.

Important things to note:

• The gambling age remains 18.
• ID will be required for age verification, self-exclusion, and setting limits.
• Operators must monitor player behavior and provide tools to prevent gambling harm.
• Players can self-exclude from all licensed operators or specific games.
• Spending limits can be set daily and monthly.

Marketing Rules

There are rules about how gambling can be advertised. TV, radio, newspapers, websites, and social media are okay, as long as the marketing isn’t interactive. But no influencers or direct phone marketing are allowed.

Here’s what else you need to know about marketing:

• No targeting minors.
• No featuring anyone under 18.
• No ads on channels or at events aimed at minors.
• Restrictions on outdoor marketing.
• No sponsorship deals with under-18s or events for minors.
• All marketing must include info on the gambling age and problem gambling resources.
• License details must be included in all marketing (except radio).

If a company breaks these rules, they could face fines, penalties, or even lose their license.

Concerns About Digital Marketing

Some experts are worried about the strict rules around digital marketing. They believe it could cause problems.

“The new rules are fairly permissive for traditional mass media and sponsorships, but very strict for digital marketing. This creates two big problems. First, it pushes more marketing into mass media that people cannot really avoid, including minors and vulnerable groups… Second, digital marketing will not go away by prohibiting it. Affiliates, influencers, social media and other digital marketing channels will still exist. If licensed operators cannot use these channels, unlicensed operators will.”

The concern is that these restrictions could actually help illegal gambling operators and increase harm, rather than achieving the intended goals of the reform.