Finnish regulator announces illegal gambling advertising crackdown
Finland’s gambling regulator has stepped up enforcement against illegal gambling advertising, issuing prohibition orders and conditional fines of up to €1.2 million against businesses promoting unauthorised gambling services.
The Finnish National Police Board announced on October 14 that its Gambling Administration had issued four prohibition decisions and imposed six conditional fines during 2026.
The enforcement measures target gambling promotions appearing on websites, social media and live-streaming platforms.
Under Finland’s current gambling laws, only state-owned Veikkaus has the right to market gambling services to customers in mainland Finland, but the regulator says unauthorised gambling advertising continues to attract Finnish consumers to offshore operators.
Conditional fines imposed on companies have ranged from €100,000 to €1.2 million, while those imposed on individuals have ranged from €30,000 to €200,000.
However, the regulator emphasised that these amounts are not necessarily penalties already collected, with conditional fines intended to compel businesses and individuals to comply with prohibition orders.
Juhani Wallinvirta, Head of Group at the National Police Board, explained that the measures are intended to stop unlawful marketing rather than simply punish offenders.
“The purpose of the conditional fine is not to punish illegal activities, but to reinforce compliance with the prohibition decision,” Wallinvirta said.
The regulator confirmed that some individuals had subsequently been ordered to pay fines ranging from €20,000 to €100,000 after failing to comply with prohibition decisions.
Crackdown ahead of Finnish gambling market opening
The enforcement action comes as Finland prepares to end its longstanding gambling monopoly.
The country is moving towards a competitive licensing system that will allow approved private operators to offer online gambling products from July 2027.
Until the new framework takes effect, restrictions on marketing unauthorised gambling services remain in force.
The National Police Board says gambling marketing includes more than conventional advertisements.
Activities designed to increase awareness of gambling operators or encourage customers to begin or continue gambling may also fall within the legal definition.
This includes promotional content distributed through social media influencers and gambling live streams.
For international gambling operators seeking to enter Finland’s future regulated market, the latest enforcement action reinforces the importance of complying with existing advertising restrictions before the new licensing system begins.
