The Finnish Gambling Administration is stepping up its efforts to tackle illegal gambling marketing in 2023, as reported by Finland’s National Police Board.
On Wednesday, the agency highlighted that it has taken significant action this year, issuing multiple prohibition decisions and imposing conditional fines on companies and individuals who have been promoting unauthorized gambling services across mainland Finland.
The Gambling Administration has enforced four formal prohibition decisions and deployed six conditional fines against violations of the Lotteries Act as of mid-2026. These actions specifically target unlawful gambling promotions that are being shared via websites, social media, and live-streaming platforms, which are particularly popular among Finnish consumers.
The conditional fines associated with these prohibitions are quite significant, ranging from €30,000 ($33,576) to €200,000 for individuals, while corporate fines can reach anywhere between €100,000 and €1.2 million. In instances where individuals have not adhered to the imposed bans, fines collected have ranged from €20,000 to €100,000.
Juhani Wallinvirta, the head of the group at the National Police Board, explained the intent behind conditional fines, stating, “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.”
The National Police Board underscored that the legal definition of “marketing gambling games” is extensive, covering advertising and promotional activities aimed at boosting gambling demand. The board has observed a marked increase in illegal marketing on digital platforms, particularly through social media and gaming live streams, where influencers and operators can swiftly draw Finnish consumers to unauthorized gambling services.
This trend raises concerns as such marketing not only informs consumers about their gambling options but also encourages greater participation, potentially worsening gambling-related issues. Wallinvirta remarked, “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.”
Springtime surveys revealed that blocking payments to unlicensed gambling sites is viewed as the most effective measure to combat illegal gambling among Finnish residents. Participants were asked about how to tackle unlicensed operators and whether foreign gambling offers are drawing players away from the licensed domestic platform, Veikkaus.
Finland's tightly regulated gambling market, managed by a national monopoly, allows only Veikkaus Oy to offer gambling marketing within the territory. This monopoly is set to end next year, as the market will open to other operators in July 2027.
Last month, the National Police Board noted that it had received 75 applications for the liberalised market, a significant increase from the 50 applications recorded in June.
In July of the previous year, Veikkaus iGaming EVP Jarkko Nordlund stated, “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.”
