Finland’s parliament decisively rejected a series of proposed amendments to its new online gambling bill this week. Only minor adjustments were accepted, and the legislation is now set to proceed to a final vote that could open the market to multiple operators.
The Finnish parliament’s rejection occurred after opposition parties introduced several significant changes last week, aiming to modify the bill currently under review by the Administrative Committee. These proposed amendments included raising the minimum gambling age from 18 to 20, implementing mandatory two-factor authentication for all licensed platform logins, instituting centralized deposit and loss limits for all operators, and banning gambling bonuses outright.
A suggested hike in the gambling tax rate to 25.5% of gross gaming revenue (GGR) was among the amendments targeting operators. These changes were intended to create a more regulated and controlled online gambling environment, safeguarding public welfare and encouraging responsible gaming practices.
The proposed legislative changes also focused heavily on marketing and advertising strategies. The opposition called for a ban on TV and radio advertising for all licensed gambling products, with the only exception being Veikkaus, which holds a monopoly over Finland’s iGaming market. Additionally, there was a motion to prohibit gambling advertisements during sports and public events. The opposition suggested introducing tobacco-style warning labels on gambling ads and banning direct marketing to individuals under 24 years old. There was also a push for the Ministry of the Interior to define “moderate” marketing levels, aiming to eliminate ambiguity in advertising standards.
The parliamentary vote on these amendments was conducted as a single bloc earlier this week. The result was a resounding defeat, with the amendments being voted down by a margin of 153-21, while 25 members of parliament were absent from the session. This outcome ensures that Finland’s legislative path towards a broadened legal iGaming market will continue without the proposed changes.
Antti Koivula, Chief Compliance Officer for ATG’s Finnish joint venture Hippos ATG, was unsurprised by the outcome. He expressed on LinkedIn that the vote was “decisive” and consistent with his predictions, noting that the amendments had limited support mainly from the Green League and the Left Alliance, with other opposition parties withholding full endorsement. “This outcome surprised absolutely no one,” Koivula reflected, pointing out the overwhelming defeat of the proposal, even within opposition factions.
The passage of this legislation would introduce a multi-licensing system for online gambling in Finland, marking a significant shift in the market. The regulated sector is anticipated to launch in 2027, with significant groundwork, including licensing and operator approvals, to be laid out throughout the next year. This period coincides with Finland’s national elections, scheduled for 2027, which Koivula mentioned could influence the future direction of the Finnish iGaming landscape significantly. “A change in government may be the only way to alter the course we are on,” he remarked.
There has been speculation in the media about the possibility of postponing the initial launch date of January 2027, particularly as national elections are slated for April. Koivula remained skeptical about major shifts in the iGaming market’s trajectory, even if there is a change in governance. “We shall see what happens in the next governmental term, beginning after April 2027 elections,” he mused, adding that drastic changes are unlikely to gain approval even in the next term.
While the rejected amendments aimed to inject stricter regulatory measures, proponents of the current bill argue that its passage will modernize the Finnish gambling landscape and align it more closely with European standards. Supporters believe that a more open market could enhance competition, drive innovation, and potentially increase state revenue through licensing fees and taxes.
Conversely, critics argue that the absence of stricter regulations could lead to potential issues such as increased gambling addiction and lack of adequate consumer protections. The debate surrounding the optimal balance between regulation and market freedom continues to be a contentious topic within Finnish political circles.
As Finland moves closer to a legal iGaming expansion, the discussion over the bill highlights the challenges governments face in regulating rapidly evolving industries. The balance between fostering market growth and ensuring consumer protection remains a delicate task, with stakeholders from various sectors closely watching the developments. The eventual outcome will not only impact Finland’s domestic market but could also serve as a case study for other nations considering similar legislative pursuits in the iGaming arena.
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