The Finnish Gambling Administration has ramped up its efforts to combat illegal gambling marketing this year, as reported by the National Police Board of Finland.
This past Wednesday, the authority revealed that it has issued several prohibitions and imposed significant conditional fines on individuals and companies promoting unauthorized gambling services within mainland Finland.
In a move to ensure the immediate cessation of illegal marketing, the Gambling Administration has made four formal prohibition decisions and has imposed six conditional fines for violations of the Lotteries Act as of mid-2026. These enforcement actions are specifically aimed at curbing illegal gambling promotions via websites, social media, and live-streaming platforms, which are increasingly popular among Finnish consumers.
The fines associated with these prohibitions are substantial. Individuals face penalties ranging from €30,000 ($33,576) to €200,000, while corporate fines can range from €100,000 to €1.2 million. Additionally, for individuals who do not comply with the bans, actual fines have been collected between €20,000 and €100,000.
Juhani Wallinvirta, head of the group at the National Police Board, underscored the importance of these 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."
The National Police Board has noted a rise in illegal marketing activities, particularly across digital platforms. The legal definition of "marketing gambling games" is broad, including advertising and promotional efforts aimed at boosting gambling interest. The surge in illegal marketing on social media and gaming live streams is particularly concerning, as influencers can quickly draw Finnish consumers to unauthorized gambling services.
Wallinvirta pointed out that such marketing not only informs consumers of gambling options but can also encourage higher participation rates, which may lead to increased 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 survey conducted this spring indicated that blocking payments to unlicensed gambling sites is viewed as the most effective strategy to combat illegal gambling among Finnish residents. Participants were questioned about methods to tackle unlicensed operators and whether foreign gambling offers lure players away from Veikkaus, the licensed domestic platform.
Finland currently operates a strictly regulated gambling market, with Veikkaus Oy as the sole authorized gambling marketer on mainland territory. This monopoly is slated to end next year when Finland opens its gambling market to operators in July 2027.
Last month, the National Police Board reported receiving 75 applications for the forthcoming liberalized market, a notable increase from 50 applications in June. In July 2022, Veikkaus iGaming EVP Jarkko Nordlund commented, "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."
