The Finnish Gambling System: An Overview

Here you will be informed on Finnish gambling, including, among others, the regulatory framework, gambling expenditure, and the profile of gamblers, as well as the various forms of gambling. We shall examine age limit enforcement, marketing, and the future outlook for the Finnish gambling system.
The Finnish Gambling System
In Finland, gambling is highly regulated according to the Finnish Lotteries Act. Lotteries and other gambling are organized by a state monopoly called Veikkaus on mainland Finland, while the Åland Islands are serviced by Paf (Ålands Penningautomatförening).
In 2024, the gambling landscape in Finland experienced a major shift when three entities merged to form one operator, namely, the Slot Machine Association of Finland (RAY), Veikkaus, and Fintoto. The new operator is called Veikkaus Ltd., and it started operations on January 1, 2025, unifying all gambling activities under one roof.
The Finnish gambling system has a state monopoly, with a functional purpose of minimizing gambling-related harm, associated with addiction, crime, or other adverse social impacts. The state looks to limit excessive gambling and safeguard fairness and other consumer rights in running the industry.
The Purpose of the State Monopoly System
EU attributes justifications for restrictions on competition such as a reduction in harm associated with gambling. The Finnish gambling monopoly is intended to achieve certain public health objectives, including minimizing the risks of uncontrolled gambling, tackling potential criminal activities associated with gambling, and providing legalized consumer protections.
The Ministry of Social Affairs and Health is the authority regarding the research and follow-up of gambling harm. It does this in collaboration with the National Institute for Health and Welfare, allowing for a comprehensive approach to develop prevention programs and treatment efforts aimed at any issues regarding gambling.
The Future of the Finnish Gambling System
Finnish gambling is changing. According to the government program in Petteri Orpo's administration, Finland is set to switch to a licensing system by the start of 2026. Under this new system, licenses for online casino games, such as slots, and other types of betting activities will be issued, enabling companies other than Veikkaus to operate in Finland's gambling market.
This new shift will likely see more competition in the sector. How far the change in the licensing system will disturb Veikkaus' monopoly is uncertain.
Gambling Marketing and Advertising
The National Police Board is responsible for regulating gambling marketing and gambling advertising in accordance with the Finnish Lotteries Act and the Consumer Protection Act. The Board intervenes actively against illegal marketing practices in relation to gambling and is particularly vigilant against violations of these regulations.
Gambling marketing includes, according to the Lotteries Act, direct and indirect advertising and any other promotion activities that incite a participation into gambling. Veikkaus is the only legitimately registered betting entity allowed to offer and advertise gambling companies on the mainland.
Nevertheless, foreign gaming companies do tout, market, and advertise online illegally. Identifying these undetectable operations, however, becomes rather hard, especially when gambling is promoted by social media influencers. Such marketing is primarily focused on the youth, and some concern has been raised concerning the incidence of problem gambling.
Research outcomes indicate that the visibility and frequency of gambling advertisements can greatly influence the number of gambling-related problems. Studies conducted at Peliklinikka, Finland's gambling clinic, indicate that 87% of the clinic's clients thought Veikkaus advertising was too excessive, with 60% admitting to having increased their gambling habits.
Casino and friends yleiskatsaus
Casino and friends yleiskatsaus. The visibility and impact of gambling advertising continue to create a debate in Finland, especially with the regulatory changes in gambling igniting anticipation in the country. While the change to a licensing system could reconfigure the scene, experts remain concerned about how marketing for gambling, especially on the digital platforms, will develop in the coming years. Many are concerned an increased push may contribute to a growing gambling problem for vulnerable segments of the population, particularly young adults.
Finland sees a path toward the balance of a competitive gambling market alongside its citizens, protection from gambling-related harms, with policy prescriptions that include then a monitoring of gambling behavior, whereby duly adjust marketing strategies, and the implementation of responsible gambling initiatives.
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