Finland president approves proposal to liberalise online gambling market
The government has confirmed that operators can begin the licensing process on March 1.
Finland.- Alexander Stubb, president of Finland, has signed the new Gambling Act, which will end the state monopoly over gambling in the country. From March 1, operators will be able to apply for licences, and the launch date for competitive regulated online gambling is expected to be July 1, 2027.
According to the Ministry of the Interior, licence applications will initially be handled by the National Police Board but, from July 1, 2027, the market will be overseen by the newly established Finnish Supervisory Agency.
Veikkaus will continue to operate under monopoly protections until the end of June 2027. After that, the company will retain its monopoly on lotteries and physical slot machines while being allowed to compete in the open online betting and casino market. From July 1, 2028, holders of exclusive and gambling licences will only be allowed to use gambling software supplied by a licensed gambling software provider.
Under the new Gambling Act, the minimum age for gambling remains 18, but identity verification will become mandatory for all gambling activities. Gambling ads on TV, radio and in newspapers are allowed, as well as marketing on a licence holder’s own website and social media channels, provided there is no interactive marketing targeting individual consumers. Influencer marketing and telephone marketing, however, are banned.
Authorities said gambling ads must not target minors, and marketing materials may not depict anyone under 18. Gambling cannot be promoted in venues aimed at minors or at events intended for children, and specific restrictions apply to outdoor advertising. Licence holders may not sponsor events or competitions for minors or enter sponsorship agreements with anyone under 18. All marketing must display the age limit and information on tools to manage gambling behaviour. With the exception of radio advertising, marketing must also include details of the licence and the supervisory authority.
According to the government, if a licence holder breaches the Gambling Act, the supervisory authority may order the activity to stop, impose fines or administrative penalties and, in serious cases, revoke the licence.
Authorities said the aim of the new act is “to prevent and reduce the harm resulting from gambling and to improve the channelling rate of the gambling system”, meaning the share of gambling that takes place via nationally regulated and supervised services.
