The Finnish Gambling Administration has stepped up its enforcement against illegal gambling marketing activities this year, according to announcements from Finland's National Police Board.
On Wednesday, officials revealed that numerous prohibition orders have been issued, along with substantial conditional fines against companies and individuals promoting unauthorized gambling services across mainland Finland in 2023.
As of mid-2026, the Gambling Administration has taken significant action, issuing four formal prohibition orders and imposing six conditional fines related to violations of the Lotteries Act. These measures specifically target illegal gambling promotions that have proliferated through websites, social media, and live-streaming platforms popular among Finnish consumers.
The conditional fines associated with these prohibitions are considerable, with individuals facing fines ranging from €30,000 ($33,576) to €200,000, while corporate entities could face fines between €100,000 and €1.2 million. In instances where individuals disregarded these bans, collected fines have ranged from €20,000 to €100,000.
Juhani Wallinvirta, the head of the group at the National Police Board, emphasized 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 indicated that the legal definition of “marketing gambling games” is extensive, covering advertising and other promotional activities designed to boost gambling demand. Concerns have arisen over the surge of illegal marketing on digital channels, notably social media and gaming live streams, where influencers and operators can swiftly capture the attention of Finnish consumers, often directing them to unauthorized gambling services.
Wallinvirta reiterated that such marketing not only informs but can also stimulate greater participation in gambling, which could 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 earlier this spring concluded that blocking payments to unlicensed gambling sites is viewed as the most effective tactic for addressing illegal gambling among Finnish residents. Respondents were asked about various strategies to combat unlicensed operators and whether foreign gambling offers are enticing players away from Finland’s licensed domestic platform, Veikkaus.
In Finland, gambling is currently heavily regulated under a national monopoly, with Veikkaus Oy serving as the only authorized gambling marketer. However, this monopoly is scheduled to dissolve next year, opening the market to other operators in July 2027.
Last month, the National Police Board disclosed that it had received 75 applications for this newly liberalized market, a notable increase from 50 applications in June. Jarkko Nordlund, Veikkaus’s iGaming Executive Vice President, indicated last July that competition will be intense once the market opens, stressing the need for the company to remain competitive. “Our aim is to challenge the mentality of our current position, so we need to secure market leadership,” Nordlund stated.
