Finland Ends State Gambling Monopoly; Online Licences Open from March 1
Finland’s president has signed legislation to break the state gambling monopoly and open the online market under a licensing regime.
LISTEN TO THIS ARTICLE:President Alexander Stubb has approved a new Gambling Act that will dismantle the country’s exclusive state control over most gambling activity and allow private operators to enter the Finnish online market. The Ministry of the Interior confirmed that companies can begin applying for licences on March 1, with the regulated competitive market scheduled to launch on July 1, 2027.
Until the market opens, state operator Veikkaus will retain monopoly protections through the end of June 2027. After the transition, Veikkaus will continue to hold exclusive rights for lotteries and land-based slot machines but will be permitted to compete in online betting and casino services. A further technical requirement takes effect on July 1, 2028: licence holders and previously exclusive operators must use gambling software only from authorised suppliers.
Initial processing of licence applications will be handled by the National Police Board. From the market opening date, the supervisory role will transfer to a newly formed Finnish Supervisory Agency, which will be empowered to enforce the rules, levy fines, impose administrative measures and – in severe cases – revoke licences.
Related: Finland to Publish Key Technical Rules Ahead of 2027 Gambling Launch
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Industry Reaction and Regulatory Oversight
The law keeps the minimum gambling age at 18 and tightens controls designed to curb problem gambling. Mandatory identity verification will apply to all gambling transactions. Broad‑reach marketing such as television, radio and print advertising will be permitted, as will promotion on a licence holder’s own website and social media, subject to strict limits: direct interactive targeting of individual consumers is banned, influencer and telephone marketing are prohibited, and materials must not depict anyone under 18 or be placed at venues or events aimed at minors.
Marketing must display the legal age and tools for managing gambling behaviour. Except for radio spots, all advertisements must also include licence details and information about the supervisory authority. The government said these measures are intended to both reduce gambling‑related harm and increase the “channelling rate” – the proportion of wagering that takes place through nationally regulated services.
Industry players and public health advocates offered cautious responses. "Opening the market is a major structural change that creates competitive opportunities but also raises questions about how effectively harm‑prevention measures will be enforced," said Dr. Tuomas Laaksonen, senior researcher in public policy at the University of Helsinki. "A strong supervisory authority and clear data sharing between operators and regulators will be essential if the government’s stated aim of reducing harm is to be achieved."
"Operators are now preparing compliance programmes for the licensing window", said Sanna Hänninen, head of regulatory affairs at a Nordic gaming firm. "They face significant technical and advertising restrictions, and the July 2028 software requirement will force major integration work. Those with solid KYC and responsible‑gaming tools will be best placed to enter Finland quickly."
Compliance Challenges for Operators
The shift from a monopolistic system to a regulated, competitive market presents practical hurdles. Prospective licence holders must ensure robust identity verification, adapt marketing strategies to comply with tight promotional limits, and plan for the mandated use of licensed gaming software from July 2028. The phased supervisory handover – from the National Police Board to the Finnish Supervisory Agency – also creates a narrow window for applicants to secure approval ahead of the market launch.
Regulatory penalties range from orders to cease activity, monetary fines and administrative sanctions to licence revocation. The government expects the new framework to improve consumer protection while drawing more gaming activity into regulated channels, mirroring shifts seen in other Nordic markets that moved to licensing regimes in recent years.
As the March licensing start date approaches, operators and civil‑society stakeholders will be watching closely to see whether the Finnish model successfully balances increased competition with the public‑health goals the law sets out to achieve.
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