Finland issues four prohibition decisions and six conditional fines of up to €1.2m over illegal gambling marketing

The Finnish Gambling Administration has stepped up enforcement against illegal gambling marketing this year, according to Finland's National Police Board. The authority said it has so far issued four formal prohibition decisions and imposed six conditional fines for breaches of the Lotteries Act.

The measures target promotion of unauthorised gambling services in mainland Finland through websites, social media and live-streaming platforms. Conditional fines set for individuals range from €30,000 to €200,000, while those for corporate entities run from €100,000 to €1.2 million. Where recipients did not comply with a ban, the fines actually collected from individuals have ranged between €20,000 and €100,000.

Juhani Wallinvirta, head of group at the National Police Board, said a conditional fine may be necessary to secure an immediate and effective end to illegal marketing. He stressed that its purpose is not to punish unlawful activity but to reinforce compliance with the prohibition decision and make sure the marketing actually stops.

The board noted that the legal definition of marketing gambling games is broad and covers advertising as well as sales promotion activities intended to raise demand. It said illegal marketing has grown notably on digital channels, especially social media and gaming live streams, where influencers and operators can quickly reach Finnish consumers on behalf of offshore or otherwise unauthorised services. According to Wallinvirta, such marketing does more than inform people about available games: it raises awareness of providers, increases availability and demand, and can encourage people to start or continue gambling. The board is concerned this may worsen gambling-related harm.

Separately, a survey conducted this spring found that Finnish residents widely see blocking payments to unlicensed gambling sites as the most effective single tool against illegal gambling. Respondents were also asked about ways to counter unlicensed operators and whether overseas offers are drawing players away from the licensed domestic provider, Veikkaus.

Finland currently runs a tightly regulated market under a national monopoly, with Veikkaus Oy as the only authorised gambling marketer on the mainland. That monopoly is due to end next year, when the market opens to operators in July 2027. Last month the National Police Board said it had received 75 applications for the liberalised market, up from 50 recorded in June.