In a recent move, the Finland National Police Board has issued warnings to two social media influencers for breaching the country’s Lotteries Act by promoting unlicensed gambling activities. These influencers, whose identities have not been disclosed, face possible fines of up to €30,000 each, though these penalties will only be activated if they continue to violate the regulations concerning gambling advertising.
The core of the issue lies in the affiliate gambling content shared by the influencers, which the National Police Board noted as constituting direct or indirect marketing of gambling activities within Finland. This action stands in clear violation of the stringent rules set by the Lotteries Act.
Interestingly, the marketing efforts of these influencers targeted audiences outside Finland while promoting several grey market gambling brands. This content was shared on popular streaming platforms such as Twitch and Kick, increasing the visibility of these gambling services significantly. The National Police Board articulated that these influencers, through their commercial collaborations, inadvertently boosted the prominence of gambling websites and intermediary companies that facilitate gambling, thereby breaching the legal framework.
The repercussions for these actions are clear: the influencers have been instructed to promptly remove the gambling content and cease any further promotional activities in this domain. Failure to adhere to these directives may result in the activation of the financial penalties previously outlined.
The Finnish regulatory landscape is characterized by stringent advertising rules, largely due to the monopoly held by Veikkaus, the state-owned entity that controls both land-based and online gambling operations. As the sole operator allowed to market its gambling services, even Veikkaus is subject to restrictions, particularly concerning the external promotion of high-risk games like slots. No third-party advertising is permissible under current regulations.
In a related incident, a third influencer was similarly penalized with a €30,000 fine for promoting unlicensed gambling. The National Police Board had initially issued a warning, accompanied by a conditional fine, but proceeded with the financial penalty after the influencer continued to share prohibited content on social media without contesting the decision within the prescribed 30-day timeframe.
This case, too, revolved around promoting gambling operators that are not sanctioned within Finland. The continued spread of this content on multiple platforms highlighted a prevalent misunderstanding, as noted by senior adviser Tomi Sallinen: many believe that marketing gambling from outside Finland bypasses local restrictions. However, Sallinen emphasized, this is a misconception; only Veikkaus is authorized to market gambling within mainland Finland.
The landscape of Finland’s gambling market is on the brink of transformation. While Veikkaus currently retains its monopoly, significant changes are anticipated by 2027 as the sector transitions towards a more liberalized market structure. This shift will see the end of Veikkaus’ exclusive control, allowing other operators to apply for licenses starting in early 2026. Additionally, software providers can seek licensing from early 2027, leading to a phased transition that will culminate in 2028. From this point onward, operators will be restricted to offering games from locally licensed software providers only.
This upcoming change underscores a significant shift in Finland’s approach to gambling regulation, bringing it more in line with other European markets where multiple operators coexist under a regulated framework. Advocates of this liberalization argue that it could foster a more competitive and innovative market, potentially increasing tax revenues and consumer choice.
However, caution is advised as the transition unfolds. The current monopoly system, while restrictive, has allowed for a controlled environment that prioritizes consumer protection. Critics of the liberalization warn that opening the market could lead to increased gambling-related harm if not carefully managed, suggesting that robust regulatory measures will be essential to balance market growth with consumer safety.
As Finland prepares for this transition, the actions taken against these influencers highlight the ongoing challenges of enforcing current regulations and the complexities involved in policing cross-border digital content. The authorities’ decisive response serves as a reminder of the stringent enforcement of gambling laws, with a clear message that violations will be met with significant consequences.
The evolving scenario in Finland’s gambling market presents both opportunities and challenges. Stakeholders will need to navigate this transformation carefully, ensuring that the benefits of a more open market are realized without compromising the protective measures that have been a hallmark of the country’s gambling regulation. As 2027 approaches, all eyes will be on how Finland manages this delicate balance, setting a precedent for other regions considering similar regulatory shifts.
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