Finnish Police Clamp Down on Gambling Promotions by Social Media Influencers

Finnish Authorities Target Social Media Gambling Promotions

Finland’s National Police Board (NPB) has intensified efforts to curb the promotion of gambling by social media influencers. Recently, the authorities issued new bans and imposed significant fines on individuals who violate the country’s gambling regulations.

Two Influencers Face Substantial Fines and Advertising Bans

In May, two prominent social media personalities were prohibited from advertising gambling within Finland after investigations revealed their content violated the nation’s Lotteries Act. One of these bans took effect in June, while the other is currently paused pending a legal challenge at the Administrative Court.

The police took steps to ensure the bans would be effective by announcing potential fines of up to €30,000 (approximately $34,958) for each influencer. These measures are designed to deter them from continuing gambling promotions targeted at Finnish audiences.

The restrictions require not only stopping future gambling advertisements but also the removal of existing posts that promote gambling. The rules apply to direct promotions as well as indirect marketing tactics such as the use of affiliate links.

Additionally, one influencer who had been previously banned earlier in the year was found to have disregarded the restrictions by continuing to promote foreign gambling platforms. As a consequence, the NPB enforced a suspended fine of €30,000, which became payable after no appeal was filed within the legally stipulated timeframe.

Misunderstandings Over Finnish Law in Cross-Border Gambling Promotions

Authorities highlighted that these gambling advertisements appeared across multiple social media platforms, with Twitch and Kick being the most prominent. The influencers involved collaborated with gambling companies based outside Finland and operated from abroad, mistakenly believing Finnish gambling laws would not apply to them.

Tomi Sallinen, a Senior Adviser at the NPB, clarified that the state-owned gaming operator Veikkaus Oy holds the exclusive right to promote gambling on the Finnish mainland.

The police also explained that when influencers partner with foreign gambling companies, their actions essentially amount to affiliate marketing aimed at directing Finnish players to international gambling sites. This activity is viewed as facilitating the exposure of gambling within Finland and endorsing third-party operators offering betting and casino services.

These latest enforcement actions reflect the NPB’s commitment to rigorously combat illegal gambling advertising. With several cases emerging over recent years, officials intend to continue implementing hefty fines to discourage influencers from bypassing regulations and reaching Finnish audiences unlawfully.