The Finnish National Police Board has issued a stark warning to two social media influencers, cautioning them against promoting illegal gambling activities, which could result in fines if not curtailed. Finland maintains a strict monopoly on gambling through Veikkaus, a state-controlled entity, which is currently the sole operator sanctioned to provide gambling services within the country. Despite future plans to open the online gambling market to commercial operators by 2027, the current legal framework prohibits any marketing of unlicensed gambling products.
The influencers in question were found to be promoting gambling through affiliate content on platforms such as Twitch and Kick. This content, originating from outside Finland, was still deemed by Finnish authorities to be in violation of the country’s Lotteries Act due to its accessibility within Finland. The Police Board has clearly stated that continued non-compliance could result in fines of up to €30,000 for the influencers involved.
In another recent instance, a separate influencer faced fines after failing to cease gambling promotions within the 30-day notice period given by the authorities. Senior adviser Tomi Sallinen emphasized the misunderstanding prevalent among many that external marketing of gambling is permissible in Finland. He clarified, however, that only Veikkaus is authorized to market gambling activities within mainland Finland, a restriction that extends even to the types of gambling activities Veikkaus itself can promote. For example, online slots, considered high-risk, are prohibited from being advertised, and third-party advertising contracts are not permitted.
The Finnish government is currently assessing legislative changes through the new Finnish Gambling Act, which aims to dismantle the monopoly system and establish a competitive licensing framework for online gambling. This reform would see Veikkaus bifurcated into two entities: one to maintain monopoly over land-based slots and sports betting, and the other to vie with commercial operators in the burgeoning online gambling sector. Licensing for operators is anticipated to commence early next year, with suppliers expected to start applying for software provider licenses from 2027.
A key contender in the forthcoming competitive market environment is Hippos ATG, a collaboration between Sweden’s ATG and Finland’s Suomen Hippos. The joint venture has laid the groundwork for its entry into the Finnish market, planning to operate under the ATG brand at ATG.fi. Utilizing ATG’s existing gaming platform is considered a cost-effective strategy by the company. Mikael Bäcke, CEO of Hippos ATG, extolled ATG’s reputation, noting its strength and familiarity with Finnish gamblers. He highlighted that a significant portion of the profits, 60 percent, would be reinvested into supporting the Finnish racing industry.
While the move towards a liberalized gambling market in Finland marks a significant shift, it also raises potential concerns. Critics argue that increased competition might lead to more aggressive marketing practices, heightening the risk of problem gambling. Additionally, while the introduction of multiple operators could foster innovation and better services, it may also dilute the social responsibility mandates currently expected from the monopoly.
Conversely, proponents argue that competition could enhance consumer protection by offering players more choices and compelling operators to implement robust responsible gambling measures to stand out in the market. They also suggest that this transition could result in increased tax revenues for the Finnish government, which could be redirected to public welfare initiatives.
As Finland stands at the cusp of these regulatory changes, the debate continues on how best to balance market competition with consumer protection. The state monopoly model, though criticized for its limitations, has played a role in curbing gambling-related harm. The challenge lies in ensuring that new policies protect consumers while fostering a healthy, competitive market.
The Finnish government and stakeholders are keenly observing global best practices to implement a balanced approach, ensuring that the future of gambling in Finland aligns with both economic aspirations and social responsibilities. As the market evolves, continuous dialogue among regulators, operators, and consumer advocacy groups will be crucial in navigating this complex landscape.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
