Finland Officially Approves Transition to Licensed iGaming Market

President Alexander Stubb has signed a historic law, ending the long-standing monopoly of the state-owned company Veikkaus Oy. Finland is shifting to a European multi-licensing model, opening its doors to private operators.

Key Stages and Reform Dates:

• March 1, 2026: The National Police Board begins accepting license applications.
• July 1, 2027: Official launch of the licensed market and the commencement of the new regulatory body—the Finnish Supervisory Agency.
• July 1, 2028: Mandatory licensing for B2B software suppliers comes into effect.

Market Segmentation: Private companies will be eligible for licenses covering online casinos, slots, sports betting, and online bingo. Meanwhile, Veikkaus Oy will retain exclusive rights over lottery draws, land-based casinos, and physical slot machines.

Protection Measures and Restrictions:

• Identification: Mandatory identity verification (18+) for all types of gambling.
• Control Tools: Implementation of a unified self-exclusion system, deposit limits, and player behavior monitoring.
• Advertising: Promotion is permitted on TV, radio, and social media in a “moderate” format. Influencer marketing and direct telemarketing are strictly prohibited.
• B2B Segment: Operators must exclusively use software from providers certified in Finland.

Despite the law’s passage, industry representatives have voiced concerns regarding the strict limitations on affiliate marketing and the subjective interpretation of “permissible” advertising rules.

Data Sources: Official Website of the Finnish Government (Valtioneuvosto), Ministry of the Interior of Finland (Sisäministeriö).