Finland Introduces Bill to Open Online Gambling to Licensed Operators
A legislative proposal introduced to Finland’s Parliament on March 20 signals a turning point in the country’s gambling policy. The bill, if passed, would dismantle the online gambling monopoly currently held by state operator Veikkaus and replace it with a licensing regime that invites private operators to participate in the digital market.
Opening the Market: Timeline and Scope
Under the current system, Veikkaus has exclusive rights to all forms of online gambling in Finland, including sports betting, lotteries, and casino games. The proposed reform outlines a phased transition, with license applications for private online gambling providers opening on January 1, 2026. The liberalized market is expected to be operational by early 2027.
Despite this shift, Veikkaus would retain its monopoly in certain areas, including physical slot machines, land-based casinos, scratch card games, and the national lottery.
The Finnish government says the reform aims to reduce unlicensed gambling activity by encouraging consumers to engage with regulated, safer platforms. Presenting the bill to Parliament, Minister of the Interior Mari Rantanen stated: “The aim of the bill has been to find a regulatory solution in which the regulation combating gambling harms would be balanced with the fact that gambling companies want to apply for a license and that online gambling would be directed to a regulated gaming offering.”
Next Steps and Political Outlook
The bill now moves to parliamentary subcommittees for further analysis. While some revisions are expected, these are not anticipated to delay progress significantly. According to Rahapeliala Ry’s CEO Mika Kuismanen, the legislation could clear Parliament by June 2025, although gaming attorney Antti Koivula projects a final vote closer to autumn. “Minor modifications are expected before the parliament votes on its approval, likely in autumn 2025,” Koivula wrote in a LinkedIn update. He added that strong political support should ensure smooth passage.
Key Regulatory Additions
Beyond opening the market, the bill proposes a wide range of consumer protection and oversight measures. Among the most notable is the inclusion of horse race betting among the products private operators may offer — a vertical previously reserved for Veikkaus.
The legal gambling age will remain at 18, and identity verification will be mandatory for all players. Additionally, a unified self-exclusion registry will be launched, allowing individuals to block themselves from all licensed gambling platforms in one place.
Licensed operators would also be tasked with monitoring user behavior for signs of gambling addiction. They will be required to intervene when necessary, preventing excessive losses and promoting responsible play. Anti-money laundering protocols and other crime prevention measures are also part of the framework.
A newly formed Licensing and Supervision Authority is set to take over regulation and enforcement responsibilities from the National Police Board beginning in 2027. This agency will ensure compliance through audits and will have the authority to impose fines or revoke licenses in cases of non-compliance.
Advertising Rules and Market Conduct
To safeguard consumers, the bill includes tight restrictions on gambling advertising. Marketing must avoid targeting minors and vulnerable individuals. Influencer promotions will be prohibited, and advertising for high-risk games like online slots will be restricted from public visibility and areas near schools.
However, licensed operators will be permitted to promote their offerings under certain conditions through their own websites and social media channels. Sponsorships will be allowed as long as they do not directly feature gambling content or involve underage individuals.
Revenue and Oversight Measures
Private operators joining the market will be required to pay licensing fees and corporate taxes. Veikkaus will continue to generate state revenue through exclusive operations and dividend payments.
License holders must submit annual activity reports, and the new supervisory body will monitor fair play and responsible conduct across the market. Sanctions for violations will range from monetary penalties to license withdrawal in more severe cases.
With this legislative shift, Finland joins other Nordic nations, such as Sweden and Denmark in transitioning to a licensing model. The final shape of the law will depend on the upcoming parliamentary process, but a competitive and regulated online gambling market could soon become a reality in Finland.
Source:
Finland Advances Gambling Reform Bill, Aiming for Competitive Market, lcb.org, March 24, 2025.