The Finnish Gambling Administration has stepped up its enforcement measures against illegal gambling marketing activities in 2023, according to the National Police Board of Finland. On Wednesday, the authority revealed that it has issued several prohibition decisions and imposed substantial conditional fines on both companies and individuals engaged in promoting unauthorized gambling services in mainland Finland.
As of mid-2026, there have been four formal prohibition orders and six conditional fines imposed for violations of the Lotteries Act. These enforcement actions focus on illegal gambling promotions distributed via websites, social media, and live-streaming platforms that appeal to Finnish consumers.
Conditional fines associated with these prohibitions have ranged significantly. Individuals face fines from €30,000 ($33,576) to €200,000, while businesses face penalties ranging from €100,000 to €1.2 million. For those who do not comply with the bans, collected fines from individuals have amounted to between €20,000 and €100,000.
Juhani Wallinvirta, head of the National Police Board, highlighted the reasoning behind the conditional fines: "The imposition of a conditional fine may be considered necessary to ensure an immediate and effective end to the illegal marketing of gambling games. The purpose of the conditional fine is not to punish illegal activities, but to reinforce compliance with the prohibition decision and to ensure that illegal marketing actually ceases."
Increased enforcement stems from a broad interpretation of what constitutes "marketing gambling games," which includes advertising and various promotional activities designed to stimulate gambling interest. The board pointed out a notable rise in illegal marketing tactics on digital platforms, especially social media and gaming live streams, where influencers can quickly draw Finnish consumers to illicit offshore gambling services.
Wallinvirta noted that such marketing can inform consumers about available gambling options while simultaneously encouraging greater participation, potentially leading to increased gambling-related harms. He explained, "The marketing of gambling games not only conveys information about the range of games available, but it can also increase awareness of gambling service providers, the availability and demand for gambling games, and encourage people to start or continue playing."
A recent survey indicated that Finnish residents widely view blocking payments to unlicensed gambling sites as the most effective method to combat illegal gambling.
Participants discussed strategies to tackle unlicensed operators and pointed out that foreign gambling offers could be luring players away from the licensed domestic platform, Veikkaus.
Currently, Finland maintains a strictly regulated gambling market through a state monopoly, with Veikkaus Oy as the only authorized gambling marketer operating on mainland territory. This monopoly is set to end in July 2027, when Finland's gambling market will be opened to external operators.
In July, the National Police Board reported receiving 75 applications for the forthcoming liberalized market, a marked increase from the 50 applications logged in June. Last year, Jarkko Nordlund, EVP of iGaming at Veikkaus, indicated the forthcoming competition, stating, "The competition will be fierce when the market opens, so we must be very competitive. Our aim is to challenge the mentality of our current position, so we need to secure market leadership."
