Finland has taken a step toward overhauling its gambling framework with the introduction of a new bill that seeks to end the current monopoly held by state-owned Veikkaus in key online gambling sectors. The proposed legislation, submitted to Parliament this week, outlines a plan to implement a licensing system by the start of 2027.
If passed, the new framework would dismantle Veikkaus’ exclusive control over online sports betting and digital slot machines. These sectors would be opened to international gambling operators through a licensing scheme governed by Finnish laws. The move is intended to redirect gambling activities toward regulated channels, curb gambling-related harm, and ensure a greater share of revenues remains within the country.
Veikkaus, however, would retain its monopoly on lottery draws, scratch cards, and land-based slot machines and casinos. All gambling services under the new system would remain accessible only to adults, and mandatory identity verification would be extended across all forms of gambling to enhance responsible gaming measures.
Speaking about the reform, Minister of the Interior Mari Rantanen said that the changes aim to balance harm prevention with the need for a more competitive and legally compliant gambling environment.
According to the Finnish Competition and Consumer Authority, approximately half of the money spent by Finnish consumers on online gambling currently goes to foreign-based platforms.
A new licensing and regulatory authority is expected to be operational by 2026 and will assume full responsibilities from the current regulator, the National Police Board, at the beginning of 2027. The new authority will oversee licensing applications, enforce marketing regulations, conduct technical audits, and initiate enforcement actions as needed.
Advertising restrictions are a key component of the proposed legislation. Under the new rules, influencer marketing will be banned, and the most addictive forms of gambling, such as online casinos and digital slots, will not be allowed to advertise in public spaces or near schools. However, operators will be permitted to conduct controlled promotional activities on their own websites and through social media.
The law also includes consumer protection mechanisms such as a unified loss-tracking system and self-exclusion options that apply across all licensed platforms. Players will have the ability to set personal financial limits and impose temporary or permanent bans on their own gambling activities. Operators will be required to proactively detect and address signs of problem gambling.
Revenue generated under the new model will be collected through corporate taxation and licensing fees. Veikkaus, for its part, will continue to pay dividends to the state and may apply for exclusive rights to operate the games that remain under its monopoly.
Original article: https://www.yogonet.com/international/news/2025/03/21/98943-finland-proposes-gambling-reform-to-end-veikkaus-monopoly-by-2027
