Finland’s gambling monopoly may squeeze out smaller firms.

Finland’s Gambling Future: Concerns Over Marketing Regulations

As Finland prepares to launch its new gambling market in 2026, there’s some worry about the rules being set for marketing, especially online.

The plan is to start issuing licenses for sports betting and online casinos in March, with the market officially opening in July 2027. However, the state-owned company will still control things like Lotto and physical slot machines.

While the details are still being worked out, some people are concerned that the current marketing rules could hurt smaller businesses.

Digital Marketing in Question

One expert believes the current marketing rules are unclear and should focus more on digital options.

The worry is that big companies with lots of money will be able to dominate traditional advertising, while smaller companies will struggle with the strict online marketing rules. This could push some companies to operate illegally.

Another expert agrees, saying that limiting digital marketing could cause problems. They point out that strict rules on digital marketing might push more advertising towards mass media, which everyone sees, including kids and vulnerable people. They argue it should be the other way around: stricter rules for mass media and more freedom for targeted, age-restricted online marketing.

They also believe that banning digital marketing won’t make it disappear. Instead, illegal operators will use those channels, leading to less consumer protection and more harm.

Responsible Marketing is Key

The key point is that legal operators need to be able to market themselves so people can find them. If they can’t, people will turn to illegal options, which means less protection and less tax money for the government.

At the same time, marketing needs to be responsible, protecting minors and vulnerable people. This requires clear rules that limit exposure to those groups.

Affiliates and the Black Market

There’s also concern that banning affiliate marketing could lead to more illegal activity. Some believe that even though Finnish media won’t advertise illegal operators, affiliates might, since legal companies can’t use them.

One expert says that many casino customers are found through affiliates, and the ban on welcome bonuses will also hurt. They worry that affiliates will simply direct Finnish customers to illegal casinos.

What’s Next?

There are still some details to be worked out, like the specifics of games, betting limits, and further clarification on marketing rules.

The big question is: what kind of marketing rules should Finland set for its gambling market when it opens in 2027?