The Finnish Gambling Administration has intensified its crackdown on illegal gambling marketing, according to Finland’s National Police Board. On Wednesday, the agency revealed that since the beginning of the year, it has issued several prohibition orders and imposed significant conditional fines aimed at companies and individuals promoting unauthorized gambling services throughout mainland Finland.
As of mid-2026, four formal prohibition orders have been issued, accompanied by six conditional fines related to breaches of the Lotteries Act. These measures specifically target illegal gambling promotions distributed through websites, social media, and live-streaming platforms, which are increasingly frequented by Finnish consumers.
The conditional fines tied to these prohibition orders are substantial, with individual fines ranging from €30,000 ($33,576) to €200,000, while corporate penalties vary from €100,000 to €1.2 million. In instances where banned entities have not complied, actual payments collected from individuals have been 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, particularly on digital channels such as social media and gaming live streams, where influencers and operators can quickly draw in Finnish consumers towards offshore or unauthorized gambling services. This type of marketing is concerning as it not only informs consumers about gambling options but may also promote higher levels of gambling, exacerbating associated harms.
Wallinvirta elaborated: “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.”
In a survey conducted earlier this spring, respondents indicated that blocking payments to unlicensed gambling sites is seen as the most effective method to combat illegal gambling among Finnish residents. Participants discussed potential strategies for addressing unlicensed operators and highlighted concerns that overseas gambling offers are luring players away from the licensed domestic option, Veikkaus.
Finland has a strictly regulated gambling market under a national monopoly, with Veikkaus Oy serving as the sole authorized gambling marketer on the mainland. This monopoly is set to conclude next year, as the country plans to open its gambling market to various operators in July 2027.
The National Police Board mentioned that it has received 75 applications for the newly liberalized market, a notable increase from 50 applications in June. Last July, Veikkaus iGaming EVP Jarkko Nordlund remarked, "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."
