Finland Reports More Gambling Marketing Bans and Fines Ahead of 2027 Reform

HELSINKI, Finland – Finland’s National Police Board has issued four gambling marketing bans and ordered six conditional fines paid in 2026. The actions increase pressure on illegal gambling advertisers as the country prepares to open its regulated online gambling market in July 2027.

The regulator said enforcement activity had increased compared with previous years, particularly against advertising on websites and social media. Conditional fines attached to prohibition decisions have reached €1.2 million for companies, although that amount does not represent a fine already ordered to be paid.

Conditional Gambling Marketing Fines Reach €1.2 Million

According to the National Police Board’s official announcement, the four prohibition decisions issued so far this year concern gambling advertising that violates Finland’s Lotteries Act. The regulator has also ordered six previously imposed conditional fines to be paid after individuals failed to comply with marketing restrictions.

Conditional fines attached to prohibition decisions have ranged from €30,000 to €200,000 for individuals and from €100,000 to €1.2 million for companies. However, all six fines ordered to be paid in 2026 have involved individuals, with amounts ranging from €20,000 to €100,000.

The distinction is significant because a conditional fine serves as an enforcement mechanism rather than an immediate financial penalty. The regulator generally orders payment only when the recipient fails to comply with an existing prohibition within the specified deadline.

“The purpose of a conditional fine is not to punish illegal activities, but to reinforce compliance with the prohibition decision and to ensure that illegal marketing actually ceases”, said Juhani Wallinvirta, head of group at the National Police Board’s Gambling Administration.

The regulator said the number of prohibition decisions and fines ordered to be paid was higher than in previous years. However, it did not provide a complete annual breakdown that would allow a precise percentage increase to be calculated.

Websites and Gambling Streams Face Increased Scrutiny

The enforcement campaign targets gambling advertising distributed through websites, social media platforms and gambling-related livestreams. These channels can reach Finnish consumers even when the gambling businesses behind the promotions operate from other jurisdictions.

Under Finland’s existing gambling framework, state-owned Veikkaus Oy retains exclusive rights to market gambling services in mainland Finland, subject to restrictions. Foreign gambling licences do not authorize operators to advertise their services to Finnish consumers before the new regulatory system takes effect.

The National Police Board can issue prohibition decisions against both gambling operators and individuals involved in unauthorized promotions. The measures are intended to stop illegal advertising, including activities conducted through online marketing partnerships and social media campaigns.

Finland also maintains payment-blocking measures against certain gambling operators subject to marketing prohibitions. Those restrictions remain part of the existing supervisory framework until the end of June 2027.

Finland Prepares for Licensed Gambling Market in 2027

The crackdown comes as Finland prepares to replace much of Veikkaus’s gambling monopoly with a competitive licensing system. The country opened online gambling licence applications in March 2026, allowing prospective operators to begin regulatory assessments ahead of the July 1, 2027 market launch.

By September 22, the National Police Board had received 75 gambling licence applications, according to figures supplied to Finnish public broadcaster Yle. The applications cover businesses seeking permission to offer products such as online casino games, slots and sports betting.

Under the new gambling legislation, approved operators will be permitted to market their services within defined restrictions. Advertising on operators’ own websites and social media accounts will be allowed, but influencer marketing and direct telephone marketing will remain prohibited.

The Finnish Supervisory Agency will assume responsibility for licensing and gambling supervision from July 2027. Until then, the National Police Board will continue enforcing the existing Lotteries Act while assessing applications for the forthcoming market.

The latest enforcement figures indicate that regulators are maintaining restrictions on unauthorized marketing during the transition. Companies seeking entry into Finland’s regulated market must therefore prepare for the new licensing requirements while continuing to comply with the current advertising prohibitions.

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