Finland Approves Gambling Market Reform

Finland has officially approved a major reform of its gambling system after President Alexander Stubb gave final consent to a new Gambling Bill, clearing the way for a regulated multi-license market.

The reform was backed by a strong parliamentary majority, with 158 MPs voting in favour. The new legislation ends the long-standing monopoly of state operator Veikkaus Oy, which will no longer hold exclusive rights to online betting and casino services.

The move to open the market has broad political support, including from governing coalition parties and parts of the opposition. Veikkaus itself has supported the change, citing ongoing difficulties in competing with offshore operators and improving channelisation rates.

The new gambling market is scheduled to launch on 1 July 2027. Licensing applications will open on 1 March 2026 under the supervision of the National Police Board, which will regulate the sector until a new Finnish Supervisory Agency takes over.

Licences will cover online betting, casino games, slots and online bingo. Veikkaus will retain exclusive control over lotteries, scratch cards and land-based gambling venues.

From 2028, stricter rules will apply to B2B operations, requiring gambling platforms to use software provided only by licensed Finnish suppliers.

While the reform is widely supported, concerns remain over advertising rules and the definition of “moderate marketing.” Authorities will allow advertising on TV, radio, print and official social media channels, but influencer marketing and SMS promotions will be banned.

All marketing must include age restrictions and responsible gambling information, with additional guidelines expected through secondary legislation before the market launch.