Finland’s President Alexander Stubb has officially approved legislation that will end the country’s gambling monopoly, paving the way for a multi-license market launching in 2027.
Key Takeaways:
- Finland will transition from a state monopoly to a multi-license gambling system by July 2027
- Companies can apply for licenses beginning March 1, 2026
- Veikkaus will retain exclusive rights to land-based casinos, slot machines, and lottery products
Finland’s Gambling Market Transformation
Finland’s gambling landscape is set for a major overhaul after President Alexander Stubb formally approved legislation that will dismantle the monopoly currently held by state-owned operator Veikkaus Oy. The restructured betting and gaming market is scheduled to launch on July 1, 2027, marking a significant shift in the country’s approach to gambling regulation.
The Finnish government approved the new gambling framework last month after years of discussion in political and betting circles. Interestingly, Veikkaus Oy supported the legislation despite it ending their monopoly status. The operator cited ongoing issues with channelization of gambling traffic and competition from foreign companies as reasons for backing the change.
Licensing Timeline and Regulatory Structure
Operators interested in entering Finland’s new multi-license market can submit applications to the National Police Board starting March 1, 2026. The Police Board will continue to serve as the primary gambling regulator until July 1, 2027, when regulatory responsibilities will transfer to the Finnish Supervisory Agency.
The licensing system will cover betting, online casino and slots, and online bingo operations. However, Veikkaus will maintain exclusive rights to land-based casinos and slot machines, as well as lottery products and scratch cards.
B2B requirements will also see significant changes, with license holders permitted to use only gambling software from companies holding a Finnish gambling software license from July 1, 2028.
Advertising Regulations and Remaining Concerns
The legislation includes specific provisions for gambling advertising. Marketing must display the legal gambling age and direct consumers to problem gambling prevention and treatment resources. Advertising will be permitted on television, radio, print media, and operators’ social media channels.
However, industry stakeholders have expressed concerns about certain aspects of the new framework. There’s uncertainty regarding the definition of “moderate marketing” and what activities fall within this category. Additionally, strict limitations on affiliate marketing have raised questions among operators.
Some parliamentary members had advocated for tougher marketing restrictions, including tobacco-style health warnings on gambling products, citing player protection concerns and questions about potential tax revenue impacts. These proposals, put forward by members of the parliamentary Constitutional Committee, were ultimately rejected by the Administrative Committee.
As Finland transitions to a more open gambling market, additional regulatory details will likely need clarification before the system launches in 2027. The country’s move away from a monopoly model represents one of the most significant gambling regulatory shifts in Europe in recent years.