Finland’s President Ratifies Major Overhaul of Gambling Laws
President Ratifies New Gambling Law Reshaping Finland’s Betting Landscape
Finland’s President Alexander Stubb has officially signed off on a significant reform of the nation’s gambling legislation. This landmark change is set to transform the Finnish gambling market with a launch date slated for July 1, 2027.
End of Monopoly and Introduction of a Multi-License System
The updated law will dismantle the current monopoly held by Veikkaus Oy, the state-owned operator overseeing betting, gaming, and lotteries. In place of this monopoly, the gambling environment will become more decentralized and open, allowing multiple operators to enter the market under new licensing arrangements.
Although the shift represents the end of Veikkaus’s exclusive control, the company surprisingly supports the changes. Veikkaus acknowledges existing challenges related to directing gambling activity effectively and the increasing competition posed by international operators.
From March 1, 2026, businesses interested in entering Finland’s restructured betting and gaming market will be able to apply for licenses through the National Police Board, which remains the main regulatory authority until the new system officially begins on July 1, 2027.
After this date, regulatory duties and licensing will be assumed by the Finnish Supervisory Agency. Additionally, stricter requirements for business-to-business operations will be enforced; by July 1, 2028, license holders will only be permitted to use gambling software from companies that possess a Finnish gambling software license.
The new licenses will cover various activities including betting, online casinos and slots, and online bingo. However, Veikkaus will retain exclusive rights over certain areas such as land-based casinos and slot machines, plus lottery products and scratch cards.
Outstanding Concerns and Regulatory Challenges
During the parliamentary process, some lawmakers pushed for tougher restrictions on gambling advertising, even proposing health warnings akin to those on tobacco products. The intent was to enhance player protection and address worries that opening the market to new operators might reduce government tax revenues. Despite these concerns, the proposals were ultimately dismissed by the Administrative Committee.
Industry representatives have voiced unease regarding unclear elements surrounding marketing rules, especially the vague definitions of “moderate marketing” and tight constraints on affiliate marketing practices.
Nevertheless, one firm requirement is that all advertising materials must include information about the legal gambling age and provide links to resources for problem gambling prevention and treatment. Marketing will remain permitted across various media platforms including television, radio, print, and social media channels managed by operators.
As Finland transitions towards a more open gambling framework, several regulatory and operational challenges will likely require further clarification and adjustment.
