Finland threatens €1.2m fines in illegal gambling marketing crackdown
Head of group at the National Police Board emphasised that the purpose of the fines was to reinforce compliance, not to punish.
The Finnish Gambling Administration, has intensified enforcement efforts against illegal gambling marketing activities this year, according to Finland’s National Police Board.
On Wednesday, the authority announced it had issued multiple prohibition decisions and imposed significant conditional fines on companies and individuals promoting unauthorised gambling services within mainland Finland so far this year.
‘Ensure an immediate end to illegal marketing’
As of mid-2026, the Gambling Administration has issued four formal prohibition decisions and levied six conditional fines related to breaches of the Lotteries Act. These enforcement measures specifically address illegal gambling promotions disseminated through websites, social media and live-streaming platforms – channels popular with Finnish consumers.
Conditional fines accompanying the prohibition orders have been substantial, ranging from €30,000 ($33,576) to €200,000 for individuals, and between €100,000 and €1.2 million for corporate entities. In cases where recipients failed to comply with bans, actual fine payments collected from individuals have fallen between €20,000 and €100,000.
Juhani Wallinvirta, head of group at the National Police Board, emphasised the rationale behind conditional fines: “The imposition of a conditional fine may be considered necessary to ensure an immediate and effective end to the illegal marketing of gambling games.
“The purpose of the conditional fine is not to punish illegal activities, but to reinforce compliance with the prohibition decision and to ensure that illegal marketing actually ceases.”
Reasons for increased enforcement
The National Police Board highlighted that the legal definition of “marketing gambling games” is comprehensive, encompassing advertising and various sales promotion activities aimed at increasing gambling demand.
According to the board, illegal marketing has notably surged on digital platforms, particularly social media and gaming live streams, where influencers and operators can rapidly attract Finnish consumers to offshore or other unauthorised gambling services.
The board is concerned that such marketing not only informs consumers about gambling options but potentially encourages increased participation, which can exacerbate gambling-related harms.
Wallinvirta explained that “the marketing of gambling games not only conveys information about the range of games available, but it can also increase awareness of gambling service providers, the availability and demand for gambling games and encourage people to start or continue playing”.
A survey from this spring found that blocking payments to unlicensed gambling sites is widely regarded as the most effective single tool to combat illegal gambling for Finnish residents.
Participants were asked about strategies to fight unlicensed operators and whether overseas gambling offers are enticing players away from the licensed domestic platform – Veikkaus.
On the verge of a liberalised market
Finland operates a tightly regulated gambling market through a national monopoly, with Veikkaus Oy designated as the sole authorised gambling marketer on mainland territory.
The monopoly is set to come to an end next year, with the country opening its gambling market to operators in July 2027.
Last month, the National Police Board reported having received 75 applications for the liberalised market, a substantial increase from the 50 applications recorded in June.
In July last year, Veikkaus iGaming EVP Jarkko Nordlund told iGB: “The competition will be fierce when the market opens, so we must be very competitive. Our aim is to challenge the mentality of our current position, so we need to secure market leadership.”
https://igamingbusiness.com/marketing-affiliates/finland-threatens-1m-fines-illegal-gambling-marketing-crackdown/