Finland's president signs online gaming liberalization law
Alexander Stubb sealed the end of Veikkaus's state monopoly. The bidding process will begin on March 1, 2026, aiming for a fully competitive market by July 2027. The new regulation explicitly prohibits influencer marketing and sponsorship of minors.
Finland has taken the definitive step towards modernizing its gambling industry. President Alexander Stubb has ratified the new Gambling Act, legislation that dismantles the historic state monopoly and opens the doors to free competition. With this move, the Nordic country seeks to improve the "channeling rate," ensuring that the volume of bets remains within a nationally regulated and supervised system.
Timeline of the opening
The Ministry of the Interior has outlined a clear roadmap for operators interested in this new market:
- March 1, 2026: Opening of the license application process.
- July 1, 2027: Official launch of the regulated and competitive market. On this date, supervision will shift from the National Police Board to the newly established Finnish Supervisory Authority.
- July 1, 2028: The obligation to use exclusively licensed providers' software will come into effect.
Meanwhile, the state-owned Veikkaus will maintain its exclusivity in lotteries and physical machines but will have to compete on equal terms in the betting and online casino segments starting in 2027.
Strict restrictions: the end of influencers in the sector
The new Finnish law stands out for a highly rigorous advertising regime, designed to mitigate social risks:
- Ban on Influencers: Unlike other markets, Finland has banned influencer marketing and telemarketing to promote gambling.
- Protection of Minors: Sponsorship of events for minors or contracts with persons under 18 years old is strictly prohibited. Advertising material may not include anyone who appears to be underage nor be directed at this group.
- Permitted Advertising: Ads are allowed on TV, radio, and print media, as well as on proprietary social media channels, provided they do not use interactive marketing targeted at specific individuals.
Supervision and sanctioning regime
Transparency will be the pillar of the new system. All advertising pieces (except radio) must include the license number and supervisory authority’s details. The Supervisory Authority will have the power to order the immediate cessation of activities, impose administrative fines, and, in serious cases, revoke licenses permanently if breaches related to responsible gambling or data protection are detected.
With this reform, Finland aligns itself with the European trend of replacing monopolies with robust licensing systems, prioritizing tax collection and player safety over direct state control.
Tags: Finlandia, online betting Finland, Finland betting license