Finland introduces 2-4-2 harm prevention model ahead of regulated gambling launch
The Finnish Institute for Health and Welfare says the model is tailor designed to allow Finnish players to manage their gambling.
Finland.- The Finnish Institute for Health and Welfare (THL) has introduced a new self‑assessment tool designed to prevent harm on the launch of regulated online gambling in Finland. It’s been described as a general guideline that people can use to manage their own gambling.
Dubbed the “2-4-2” model, the framework advises players to spend no more than 2 per cent of net income on gambling, to play on no more than four days per month and to avoid regularly engaging in more than two different types of games.
THL Research Chief Sari Castrén said the method was based on two years of research and tailored specifically for Finnish players. It draws inspiration from Canada’s Lower-Risk Gambling Guidelines but adapts them to local conditions.
Finland will end the monopoly of state-controlled Veikkaus with the launch of a competitive licensed online gambling market next year. Castrén said the THL was concerned that the move will shift the focus away from harm reduction and towards generating revenue. It fears a rise in advertising and aggressive customer acquisition, increasing risks for vulnerable players.
Current data already shows gambling problems on the rise in Finland, with 151,000 people, some 4.2 per cent of the population, classified as problem gamblers.
The timeline for regulated online gambling in Finland
Operators will be able to begin applying for Finnish online gambling licences from March 2026. The market is due to go live at the start of July 2027.
Several consumer protection rules remain under consultation. The Gambling Risk and Harm Assessment Group (GRHAG), under the Ministry of Social Affairs and Health, has proposed the creation of a cross-operator loss limit register, restricting how much players can lose across all licensees along with mandatory player control tools, such as deposit, loss, and time limits. It also proposes cooling-off periods.
Some operators have voiced concerns that strict cross-operator limits could push players towards unlicensed sites. Stakeholders have until February 24 to submit feedback on the proposals.
Some operators have also criticised the government’s decision to consider allowing scratchcards to be given as gifts. They say the move is intended to help state-controlled Veikkaus, which will retain its monopoly over lottery products in Finland. The study on this issue will run until the end of March.
