We’ve Been Expecting This for a While – A Groundbreaking Proposal Moves Forward in Parliament

The Finnish government has taken a significant step toward reshaping the country’s gambling industry. A legislative proposal has been submitted to Parliament, aiming to reform Finland’s gambling system by ending Veikkaus' monopoly on betting and online slot machine and casino games by the end of 2026.

What Will Change?

Under the new law, Veikkaus will retain its monopoly over lottery-type games, scratch cards, and physical slot machines. However, private operators will be allowed to enter the market for betting and online casino games by applying for a gambling license starting in 2026, with operations commencing by early 2027. Notably, Veikkaus itself will need to apply for a monopoly license and can also participate in the competitive market.

Responsible Gambling and Consumer Protection

The reform introduces stringent measures to ensure responsible gambling and protect players:

• The age limit remains at 18 years, and all players must verify their identity before gambling.

• Operators must implement responsible gambling tools, including financial limits, self-exclusion options, and monitoring for excessive gambling behaviour.

• A centralised self-exclusion system will allow players to block themselves from all licensed gambling platforms.

• Operators must detect and prevent abuse, including suspending suspicious betting activities and offering clear whistleblowing procedures for reporting misconduct.

• Gambling services will be subject to money laundering regulations to prevent illegal financial activities.

  
  

Marketing Under the New Gambling Act

One of the most anticipated aspects of the reform is the approach to marketing. While the new framework is expected to increase the visibility of gambling games, strict advertising restrictions will be in place:

Allowed Marketing Activities:

• Licensed operators can advertise their games on their own websites and official social media accounts.

• Operators can sponsor individual athletes and sports teams. We expect to see former athletes and celebrities also included in this category.

• Traditional media advertising will remain permitted, including TV, radio, print media, and news websites.

• Event sponsorships will be allowed under the new framework.

  
  

Prohibited Marketing Activities:

• No marketing to minors or vulnerable groups.

• Social media influencers cannot promote gambling products on their platforms.

• Sponsored athletes and teams cannot explicitly market gambling games.

• No outdoor advertising near schools and healthcare facilities.

• No sponsorships for under-18 events or individuals, meaning gambling companies cannot sponsor junior teams, youth competitions, or events targeting minors.

  
  

We’re particularly interested to see if modifications will be made before the final vote. One of the biggest concerns in the industry is how affiliation will be handled, as many view it as a crucial component for improving channelisation.

A Surprising Taxation Rule

Although one could see the value to increase channelisation rate, one unexpected aspect of the proposal is that winnings from gambling games offered without a Finnish license will be subject to taxation. This means that players participating in unlicensed gambling activities could see their winnings classified as taxable income. It remains to be seen how authorities will enforce this rule in practice.

Parliamentary Process and Timeline

Minor modifications are expected before a final parliamentary vote by autumn 2025. Given the broad political consensus on the need for reform, approval is anticipated to be a formality.

There are differing views on when the final parliamentary vote will take place, with expectations ranging from late June to autumn 2025. Operators could begin submitting applications in early 2026, but the exact market opening date remains a point of discussion, with possibilities ranging from autumn 2026 to early 2027.

This reform marks a major turning point for Finland’s gambling industry. The next few months will be crucial in determining how the final version of the legislation will shape the market.