What You Need to Know About Gambling Advertising in Finland Right Now
Jan 4
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The Finnish gambling advertising landscape is tightly regulated by the Lotteries Act (Arpajaislaki). Here are the key points about what is and isn’t allowed:
1. What is Gambling Advertising?
Gambling advertising includes direct and indirect promotions, as well as any activities aimed at increasing sales. For example:
Using a gambling company’s logo or branding in unrelated product advertisements may count as indirect marketing.
Prohibited activities include hashtags referencing gambling companies, displaying gambling website logos, or similar promotional actions.
Even collaborations with gambling companies can fall under these regulations.
2. Who Can Advertise Gambling in Finland?
Only Veikkaus Oy, the state-owned gambling operator, is permitted to market its games within the limits defined by the Lotteries Act.
Any other gambling marketing in mainland Finland is strictly prohibited.
Violations can result in penalties. However, this regulation is set to change in early 2026. While the specifics remain uncertain, it is likely that Finland will adopt a model similar to Sweden’s during its early stages of liberalization.
3. What is Considered Advertising Targeted at Finland?
Advertising is considered directed at Finland if it:
Encourages Finnish consumers to gamble.
Uses Finnish language, symbols, or cultural references.
Targets Finnish audiences at events, websites, or on social media.
Even ads in English can qualify as targeting Finland, given the language’s widespread understanding in the country.
4. Can Gambling Be Promoted on Personal Social Media Channels?
No. It is illegal to advertise gambling on personal social media accounts.
Only Veikkaus can conduct influencer marketing, and even then, only on its own platforms.
Third-party collaborations with influencers, experts, or content creators for gambling promotions are strictly forbidden.
5. Are Affiliate Websites Listing Gambling Sites Allowed?
No. Affiliate marketing follows the same rules as other gambling advertisements.
Websites earning commissions for directing users to gambling platforms via links or partnerships violate the Lotteries Act.
Summary
Finland’s gambling advertising rules are among the strictest in Europe. The regulations aim to limit gambling-related harm and ensure responsible marketing. All gambling advertisements are monitored by the National Police Board, and violations can lead to fines or further consequences.
However, Prime Minister Orpo’s government is working on reforms to dismantle Veikkaus’ monopoly. These changes, expected in early 2026, will likely alter the rules around gambling advertising, potentially opening the market to new operators under a licensing system. Understanding the current and upcoming regulations is crucial for businesses or individuals involved in gambling-related advertising to avoid penalties.
