Veikkaus Oy
veikkaus.fi
Finland's online gambling monopoly is ending. A new licensing system for private operators in online casino and betting will launch on July 1, 2027. The legislative framework was formally enacted in Q1 2026, launching the structural transition period for operators to prepare compliance profiles.
| Product | Status | Licensed by | Tax | Key restriction | Advertising |
|---|---|---|---|---|---|
| Sports betting | Licensable | Gambling licence (Poliisihallitus now, Lupa- ja valvontavirasto from 1 July 2027) | 22% lottery tax from 1 July 2027 | No betting on under-18 competitions, elections, financial markets, rule breaches or the exclusive-right games | Closed list of channels; any marketing not on the list is prohibited |
| Online casino games | Licensable | Gambling licence | As for Sports betting | Registered, identified play only; stake, winnings and speed limits can be set by decree | As for Sports betting |
| Online slots | Licensable | Gambling licence | As for Sports betting | Electronic slot games only; land-based slot machines are an exclusive right | As for Sports betting |
| Online poker | Licensable | Gambling licence | As for Sports betting | The decree power to set loss limits expressly excludes poker | As for Sports betting |
| Lotteries and pools | State monopoly | Exclusive licence, held only by a State-controlled company | 22% lottery tax from 1 July 2027 (12% until then) | Not available to a gambling licence; an exclusive-right holder cannot also hold a gambling licence | The exclusive-right holder may advertise its pools and lotteries outdoors |
| Prediction markets | Limited | Gambling licence, as betting | As for Sports betting | Betting on elections and on financial markets is prohibited, which removes the two subjects most prediction markets cover | As for Sports betting |
The Gambling Act generally takes effect on 1 July 2027, when the competitive market opens and Lupa- ja valvontavirasto takes over as the competent authority. The licence chapter has applied since 1 March 2026, so gambling-licence applications are already accepted and can be processed before the market opens. Lottery tax of 22% starts on the same day; until then the exclusive-right holder pays 12%. Software licence applications open in July 2027, and the duty to use only licensed software applies from 1 July 2028.
Gambling Act s. 106, entry into force ↗Poliisihallitus: licences under the Gambling Act ↗Lottery Tax Act amendment 14/2026 ↗
7 items · last change 2 Nov 2026
Licence holders would have to submit player account transaction data to the supervisory authority in a specified technical format.
Source: 1Not yet in our report
Applications for gambling and exclusive-right licences have been open since 1 March 2026, but the market itself does not open until 1 July 2027. Section 106 of the Gambling Act commences the licence and supervision chapters on 1 March 2026 and the rest on 1 July 2027; Poliisihallitus handles applications until 30 June 2027, after which Lupa- ja valvontavirasto takes over. Gaming-software (B2B) licences cannot be applied for until July 2027, and the duty to use only licensed software bites from 1 July 2028. Secondary regulation is still to come, including a government power to set centrally mandated upper loss limits by decree. A government bill given to Parliament on 8 October 2026 (HE 225/2026 vp) would let someone other than the buyer redeem a scratch-card prize without registering, once their age (18 or over) is verified: under a temporary Lotteries Act s. 14 amendment until 30 June 2027, and under an amended Gambling Act s. 28 from 1 July 2027. It is not yet law. Two draft Poliisihallitus technical regulations under Gambling Act s. 45 were notified to the European Commission (10 July 2026, TRIS 2026/0356/FI and 2026/0357/FI): licensees would have game and account data signed by the authority’s electronic signing service (OCSS), game events at least every five minutes, and make the data available in a data vault they run, which the authority normally reads over SFTP, within at most two weeks of the event. Both are drafted to enter into force on 1 July 2027 and are not yet adopted.
A government bill (HE 225/2026 vp) would let someone other than the buyer claim a scratch-card prize once the operator verifies they are at least 18, with no registration or identification; the buyer must still be an identified registered player. The Lotteries Act change would be temporary, until 30 Jun 2027, and the Gambling Act s. 28 change would apply from 1 Jul 2027. It is not law yet.
Source: 2Checked 13 Oct 2026Not yet in our report
The Finnish Police Board has notified a draft regulation requiring licence holders to have game and account transaction data signed through the authority's electronic signing service so it stays unaltered. Licensees would send a SHA-256 hash of game-event data at least every five minutes. It would apply from 1 Jul 2027 and is not law yet.
Source: 3Checked 14 Oct 2026
The Finnish Police Board has notified a draft regulation under which each licensee keeps a data vault from which the authority retrieves game-event and account-transaction data over SFTP, delivered at most two weeks after the event ends, with the vault available at least 98% of each month. It would apply from 1 Jul 2027 and is not law yet.
Source: 4Checked 14 Oct 2026
All B2C licensed operators will be required to use only software and platforms from suppliers holding a Finnish B2B licence.
Source: 5
The competitive online market for betting and casino games officially launches. All licensing and supervision duties transfer to the new Finnish Supervisory Agency.
Source: 6
Not yet in force: drafts, laws adopted without a start date, and sections of the law still to be commenced. An item moves to the timeline below on the day it takes effect.
The headline operator levy is 22% GGR from 1 July 2027 (12% today on exclusive-right games).
From July 1, 2027, a 22% tax on Gross Gaming Revenue (GGR) will apply to all licensed online casino and betting operators, including Veikkaus. This is supplemented by a one-time €29,000 licence application fee and, from 1 July 2027, an annual supervision fee banded on GGR (s. 70), from €4,000 (under €100k) to €434,000 (€50m and above).
Each bar is the headline operator tax as that country's own page states it, for Finland, its neighbour and the nearest other markets (marked “nearby”) that tax gross gaming revenue or sports-betting stakes. Hover or tap a bar to see what it is made of; a tax on stakes is drawn at its weight against revenue.
Finland recognises none of these 8 foreign licences.
Malta (MGA)
MGA-licensed operators are a primary target for enforcement, including payment blocking, and cannot legally advertise in Finland.
United Kingdom (UKGC)
UKGC-licensed operators are subject to marketing prohibitions and payment blocking.
Curaçao (CGB)
Curaçao-licensed operators are considered illegal and are subject to enforcement actions including payment blocking.
Alderney (AGCC) · Kahnawake (KGC) · Isle of Man (GSC) · Gibraltar (GRA)
Operators are subject to marketing prohibitions and payment blocking.
Anjouan (AGB)
Considered a high-risk, unregulated jurisdiction.
The new Finnish Gambling Act, effective July 2027, establishes a strict, consumer-protection-oriented framework for bonuses and advertising. The regulations aim to limit promotional inducements and shift the market's competitive focus towards brand and product quality.
From 1 July 2027 welcome bonuses are not allowed. The 5x wagering cap applies to the PERMITTED retention bonus: 'moderate bonus play money' during an established customer relationship, on equal terms to all customers, that cannot be exchanged directly for cash (s. 26), NOT to welcome offers.
All advertising must clearly display the age limit 'K-18' and provide information on responsible gambling tools and support services.
The new Licensing and Supervisory Authority can issue fines, with recent enforcement by the National Police Board demonstrating penalties in the multi-million EUR range.
The regulator will have the power to revoke licenses for violations.
| Date | Operator | Violation | Penalty | Source |
|---|---|---|---|---|
| November 2024 | Veikkaus Oy (Veikkaus) | Placing advertisements in television programming attractive to or aimed at minors. | €2.9 million | Gambling Insider |
| September 2025 | Social Media Influencers | Illegal affiliate marketing of offshore gambling sites on platforms like Twitch and YouTube. | Up to €33,000 | Tribuna.com |
| May 2023 | BML Group Ltd (Betsson AB) | Extensively and illegally targeting mainland Finland with advertising, leading to placement on the payment blocking list. | €2.4 million | iGaming Business |
| October 2025 | Veikkaus Oy (Veikkaus) | Potentially illegal paid social media promotions on Meta platforms. | Investigation launched | iGaming Today |
Finland's licensed market, effective in 2027, imposes strict advertising rules that distinguish between brand and product promotion. Operators may market their brand identity but are forbidden from advertising specific games or betting odds. This core principle applies equally to both Online Sportsbook and Online Casino verticals, with no significant divergence in regulations for brand-level marketing.
| Channel | Status | Vertical & Platform Split (2026) |
|---|---|---|
| Google Search Ads | Licensed operators only | From 1 July 2027 search-engine marketing is allowed only where the search term is a word directly connected to the licensee or a game it runs (Gambling Act s. 51(3)). Advertisers must obtain Google’s country-specific gambling certification and comply with the March 2026 “Good Policy Health” update, which requires domain ownership and a history of compliance.91011 |
| App Store Publishing | Allowed | Licensed operators can publish real-money gambling apps on both the Apple App Store and Google Play Store. Apps must be geo-restricted to Finland and the publisher must hold a valid Finnish licence, with Google Play expected to allow casino, sports, and lottery apps.121314 |
| Google/Apple App Store Ads | Restricted | From 1 July 2027 the Act’s closed channel list (s. 51(3)) names no app-store channel: search marketing is allowed only on a term tied to the licensee or its game, and display and programmatic networks are not on the list and are prohibited (s. 51(7)). The Act does not say whether app-store search ads count as a search engine.151617 |
| Meta (FB/IG) | Restricted | From 1 July 2027 a licensee may market only on its own social media accounts, and not interactively (Gambling Act s. 51(3)); paid social advertising beyond its own accounts, and influencer marketing, is not on the list and is prohibited (s. 51(7)). Meta's own policy separately requires its prior written permission.1819 |
| TV & Radio | Restricted | From 1 July 2027 broadcast advertising is permitted for licensed operators (s. 51(3)(2)), but content must be “moderate and responsible,” focusing on the brand rather than specific products. All TV and radio ads must include an 18+ age limit and responsible gambling information.2021 |
| Sponsorships | Restricted | From 1 July 2027 sponsorships are restricted to brand visibility (s. 56), allowing logo display but prohibiting the promotion of individual games or products. All agreements involving individuals, teams, or events aimed at minors are strictly forbidden.2223 |
| Digital OOH | Restricted | From 1 July 2027 a licensee may advertise itself out of home, subject to location-based restrictions (s. 51(4)), including a ban near schools and healthcare facilities. All content must be moderate and focus on the operator's brand, not specific gambling products.2425 |
Channel rules for Finland reflect each platform's published policy and the sources numbered in each row (listed under Methodology & sources). Verify with the local regulator and your ad-platform account manager before launching.
The Finnish regulator, the National Police Board, has become highly aggressive in its enforcement against unlicensed operators. This is not a passive 'grey' market; enforcement is active, public, and has significant financial consequences through payment blocking and substantial fines.
Material regulator actions, court rulings, and high-profile fines from 2016–2026 against operators serving Finland. Each entry includes the technical failure and a one-line read-across for other operators in the market.
Multiple influencers were ordered to cease promoting unlicensed gambling operators to Finnish consumers, with conditional fines of €30,000 issued.
Read-across: This crackdown on affiliate and influencer marketing signals the regulator's intent to close all channels for illegal advertising, including individual promoters on social media platforms.
The state-owned monopoly operator placed advertisements in television programming watched by minors, breaching the Lotteries Act.
Read-across: This action against the state monopoly itself underscores that advertising rules are strictly enforced for all entities, setting a clear precedent for the upcoming licensed market.
The operator was blacklisted for violating the Finnish Lotteries Act by illegally marketing its services to mainland Finland.
Read-across: This was the first time an operator was blacklisted, signaling a significant escalation in enforcement and a direct financial impact on offshore operators through payment blockades.
The company was found to be targeting mainland Finland with its advertising for an extensive period across multiple channels, in breach of the Lotteries Act.
Read-across: The substantial conditional fine demonstrated the regulator's willingness to issue significant financial penalties for marketing breaches, serving as a strong deterrent to other grey-market operators.
The broadcaster was prohibited from marketing gambling services on its television channel in mainland Finland, reinforced by a conditional fine of €800,000.
Read-across: This enforcement action against a major international broadcaster highlighted the regulator's focus on media channels and its broad interpretation of what constitutes marketing targeted at Finland.
Gross gaming revenue in Finland is approximately 1.84 billion EUR annually. The most popular form of gambling is Lottery and slot machines. Online gambling represents 50.3% of total GGR. A culturally distinctive product in this market is Veikkaus (state-run).
Only the land-based figure can be sourced: Veikkaus reports EUR 931.9m of gross gaming revenue for 2025, of which 38.7% came from physical points of sale, so EUR 361m. The remaining EUR 1,475m is the Finnish DIGITAL market, of which Veikkaus holds about 39%, and no primary source splits that by vertical. The EUR 1.84bn total is those two figures added. A previous trade-body breakdown summing to EUR 1.65bn was removed because it did not reconcile with the audited total.
As of 19 Oct 2026, approximately 1 operator hold an active licence in Finland. Size your entry against this base before committing capital.
veikkaus.fi
Specific operational risks that have caught new entrants in this market. Each item is country-specific. Generic gambling-ops issues (KYC, RG tools) are not included unless they have a local twist.
From 1 July 2027 the new Gambling Act leaves affiliate and influencer marketing off its closed channel list, so both are prohibited (s. 51(7)). Marketing is only permitted through a narrow list of channels, and bonuses are severely restricted, with welcome bonuses and VIP schemes based on turnover effectively prohibited. Misinterpreting these rules can lead to significant fines and jeopardise licence suitability.
From July 1, 2028, B2C operators may only use gambling software and platforms from suppliers holding a Finnish B2B licence. Operators must plan their technology stack and supplier relationships years in advance to ensure their partners will be licensed in Finland, as failure to comply will be a direct breach of their own licence.
Sources5
The new Gambling Act includes a provision that a licence cannot be granted to an applicant who has been sanctioned for violating the Lotteries Act. Operators who have previously been warned, fined, or blacklisted for illegal marketing in Finland may be deemed unsuitable for a licence, creating a significant barrier to entry.
Sources32
Licensed companies may begin operating and marketing gambling no earlier than 1 July 2027. Licensing and supervision transfer from Poliisihallitus to Lupa- ja valvontavirasto in July 2027.
Source: 33Not yet in our report
The National Police Board began accepting licence applications from operators wishing to enter the market in 2027.
Source: 34
The President signed the new Gambling Act, creating the legal basis for a partial licensing system and ending the online monopoly.
Source: 35
The National Police Board used its powers to blacklist Betsson's BML Group, marking a major escalation in enforcement against unlicensed operators.
Source: 26
Common assumptions about gambling licensing that turn out to be wrong in practice.
This is a critical error. From 1 July 2027 the new Gambling Act leaves affiliate and influencer marketing off its closed channel list, so both are prohibited (s. 51(7)). Attempting to use these channels will result in severe penalties and likely render an operator unsuitable for a licence.
The licence is partial. It only covers online betting and online casino games (including slots and bingo). The highly lucrative national lottery and online scratch cards remain the exclusive monopoly of the state-owned Veikkaus.
Sources37
Compared on what our records hold for each country: whether online casino, betting, poker and lottery are licensed, state-run or banned, the licensing model, what the operator tax is levied on and its band, how most advertising channels are treated, and how foreign licences are treated. A point we hold for only one of the two countries counts for nothing.
Online casino, betting and lottery state-run; state monopoly; most ad channels restricted.
Online casino, poker and lottery state-run; state monopoly; most ad channels restricted; foreign licences mostly blocked.
Online casino and poker state-run; state monopoly; tax on GGR; most ad channels restricted.
Lottery state-run; GGR tax 20–30%; most ad channels restricted; foreign licences mostly blocked.
State monopoly; GGR tax 20–30%; most ad channels restricted.
The research behind our Finland coverage
Counted across every Finland page, not this page alone.
compiled 19 Oct 2026
Across every Finland page on this site: players, operators and the licence guide. The research report behind them cites official sources: the law, the regulator, the gazette, the courts and each platform’s own published advertising policy. Page sections not yet rewritten from the report may cite other sources.
The same research as a 82-page Finland report: every one of the 201 checklist questions, each answer cited to the instrument behind it.
Request the Finland reportOur Deep AI Scan took Finland through all 201 questions of our regulatory checklist, from 115 official documents, read on 19 Oct 2026. Our research team then traced every figure on this page to the document and sentence that states it. The full research report is now with our compliance team for review. Where a fact rests on a press report or a law-firm summary rather than an official document, the page says so.
115 documents in all. Request the full research report for every source, answer by answer.