The Finnish Gambling Administration is ramping up its crackdown on illegal gambling marketing activities this year, as highlighted by the National Police Board of Finland.
On Wednesday, officials revealed that several prohibition decisions had been made, alongside significant conditional fines for entities and individuals promoting unauthorized gambling services within Finland.
As of mid-2026, the Gambling Administration has formally issued four prohibition decisions while imposing six conditional fines for violations of the Lotteries Act. These measures target illegal gambling promotions across a range of platforms, including websites, social media, and live-streaming services, which are popular among Finnish users.
The fines imposed alongside these prohibition notices have been considerable, ranging from €30,000 (approximately $33,576) to €200,000 for individuals, and between €100,000 and €1.2 million for businesses. In instances where recipients did not adhere to the bans, fines collected from individuals have ranged from €20,000 to €100,000.
Juhani Wallinvirta, a senior official at the National Police Board, articulated the purpose of 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 Board noted that the legal definition of “marketing gambling games” is broad, covering all forms of advertising and promotional activities aimed at stimulating gambling demand. They highlighted a significant increase in illegal marketing on digital platforms, particularly social media and gaming live streams, where influencers can quickly draw Finnish consumers towards offshore or unauthorized gambling services.
Wallinvirta expressed concern that such marketing not only provides information about gambling options but might also encourage heightened participation, potentially leading to greater gambling-related harms. He stated, "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 blocking payments to unlicensed gambling sites is perceived as the most effective approach to combat illegal gambling among Finnish residents. Respondents were asked about strategies to address unlicensed operators and the extent to which overseas gambling offers lure players away from the regulated domestic platform, Veikkaus.
Finland follows a strict regulatory framework for gambling, operating under a national monopoly that designates Veikkaus Oy as the exclusive marketer of gambling services on the mainland. However, this monopoly will dissolve next year, as the country prepares to open its gambling market to operators in July 2027.
Last month, the National Police Board reported receiving 75 applications for the liberalized market, a notable increase from the 50 applications filed in June. Veikkaus iGaming EVP Jarkko Nordlund remarked last July, "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."
