Is Veikkaus’ Gambling Monopoly Coming to an End?

A new draft law might open parts of the gambling market to competition, but Veikkaus would still retain its exclusive rights to lotteries and scratch cards.

The longstanding monopoly of Veikkaus on certain gambling activities in Finland is on the verge of a major change.

The Ministry of the Interior has announced a draft proposal for a new gambling law, which will soon be sent out for public consultation. According to the draft, betting games, online slot machines, and casino games could be opened to competition under a licensing system.

Gambling Monopoly: What Would the New Law Include?

The proposed legislation would introduce a licensing system for gambling operations and establish oversight for these activities in Finland. Under this system, gambling companies could apply for a license from regulatory authorities to legally operate within the country.

Veikkaus Would Keep Its Lottery Monopoly

The reform of Finland’s gambling system aligns with the government’s program goals to reduce gambling-related harm and direct demand towards a legally regulated system.

Under the new law, gambling activities could be operated either through exclusive rights or a gambling license.

However, lotteries, scratch cards, physical slot machines, and land-based casino games would remain under Veikkaus’ exclusive rights. Betting games, online slot machines, and digital casino games would be opened to competition under a licensing system.

Restrictions on Advertising

The draft law also includes regulations for player registration and identity verification, along with residency checks. It proposes stricter rules on the age limit for gambling and introduces a self-exclusion registry, allowing players to block themselves from gambling across all licensed operators.

Licensed gambling companies would be permitted to advertise their services within certain restrictions. However, influencer collaborations on social media using influencers’ personal accounts would not be allowed.

Marketing for high-risk gambling products to international markets would be strictly prohibited. Additionally, Veikkaus’ slot machines and casino games, which fall under its exclusive rights, would not be allowed to be marketed at all.