Finland Proposes Major Gambling Reform: Ending Online Monopoly for Licensing System

Finland’s Parliament is considering a groundbreaking bill that would dismantle the state operator Veikkaus’ online gambling monopoly and establish a licensing system for private operators. This significant policy shift, introduced on March 20, 2025, would transform Finland’s gambling landscape while maintaining certain monopolies for the state operator.

Market Liberalization Plan

Transition Timeline

• January 1, 2026: License applications for private online gambling providers to open
• Early 2027: Expected launch of the liberalized market
• Parliamentary approval: Anticipated by autumn 2025 with strong political support

Scope of Changes

• Opening to competition: Private operators would be allowed to offer online sports betting, lotteries, and casino games
• Retained monopolies: Veikkaus would maintain exclusive rights to:
  • Physical slot machines
  • Land-based casinos
  • Scratch card games
  • National lottery

Regulatory Framework

New Oversight Structure

• Licensing and Supervision Authority: New agency to replace the National Police Board in 2027
• Enhanced monitoring: Mandatory player behavior monitoring to detect signs of addiction
• Intervention requirements: Licensed operators must prevent excessive losses and promote responsible play

Consumer Protection Measures

• Age verification: Maintained at 18 years with mandatory identity verification for all players
• Unified self-exclusion registry: Single system allowing players to block themselves from all licensed platforms
• Anti-money laundering protocols: Enhanced crime prevention measures across the market

Advertising Restrictions

The bill proposes strict limitations on gambling advertising:

• Prohibited practices: No targeting of minors or vulnerable individuals
• Influencer ban: Complete prohibition on influencer promotions
• High-risk game restrictions: Limited visibility for online slots advertising, particularly near schools
• Permitted promotions: Operators may advertise through their own websites and social media channels
• Sponsorship rules: Allowed without direct gambling content or involvement of underage individuals

Financial Implications

Revenue Structure

• Private operators: Required to pay licensing fees and corporate taxes
• Veikkaus: Continues generating state revenue through exclusive operations and dividend payments
• Ongoing oversight: License holders must submit annual activity reports to the new supervisory body

Compliance and Enforcement

• Sanctions range: From monetary penalties to license withdrawal for violations
• Market monitoring: The new authority will ensure fair play and responsible conduct across all licensed operators

Regional Context

This reform positions Finland alongside other Nordic nations that have transitioned to licensing models, including Sweden and Denmark. The Finnish government explicitly states that the reform aims to reduce unlicensed gambling activity by channeling consumers toward regulated, safer platforms.

As Minister of the Interior Mari Rantanen explained when presenting the bill: “The aim of the bill has been to find a regulatory solution in which the regulation combating gambling harms would be balanced with the fact that gambling companies want to apply for a license and that online gambling would be directed to a regulated gaming offering.”

With strong political backing and a clear implementation timeline, Finland appears poised to join the growing number of European countries embracing regulated competition in their online gambling markets while maintaining state control over certain gambling verticals.