Finland Targets Social Media Gambling Promotions

Finland Targets Social Media Gambling Promotions

The Finnish National Police Board has intensified its oversight of online content by warning two social media influencers who had promoted gambling operators not licensed in Finland. The cases demonstrate the authorities’ determination to maintain the country’s strict monopoly system, even as plans to shift toward a licensing model remain several years away.

At present, only Veikkaus, the state-owned gambling operator, is permitted to advertise and provide gambling services within Finland. Under the Lotteries Act, all other marketing is considered illegal, regardless of whether it originates inside or outside the country. Police say that the two influencers violated these restrictions by publishing content that drew attention to unlicensed gambling websites, either directly or indirectly.

Officials warned that repeated breaches could lead to fines of up to €30,000. The warning is not without precedent. A separate case earlier this year resulted in a financial penalty after one influencer failed to remove promotional content within the 30-day grace period that followed a formal notice.

Senior adviser Tomi Sallinen explained that the board often encounters misunderstandings about cross-border marketing. He stressed that the origin of the material is irrelevant. What matters is whether the content reaches Finnish audiences and increases the visibility of gambling brands not authorized in the country. “Only Veikkaus is allowed to market gambling in mainland Finland,” he said, dismissing claims that international promotions are exempt.

The matter highlights the difficulties regulators face in monitoring modern advertising channels. Platforms such as Twitch and Kick have become central outlets for gambling-related content, with influencers broadcasting their play while directing viewers to external operators through affiliate links. In many jurisdictions, this practice has become normalized. In Finland, however, the monopoly system renders it unlawful.

The growing reliance on affiliate models complicates enforcement. Influencers may believe they are simply creating entertainment or commentary, yet their association with gambling operators effectively transforms the content into marketing material. From the authorities’ perspective, these arrangements directly challenge the integrity of the monopoly system and allow unlicensed operators to reach local audiences without formal approval.

The government has already recognized that the monopoly model is under strain. Unlicensed online operators continue to attract Finnish customers, and Veikkaus has faced criticism over its declining market share. In response, policymakers have set 2027 as the year when Finland will transition to a licensing framework. At that point, private companies will be able to apply for permits, similar to systems already implemented in Sweden and Denmark.

Until then, however, the restrictions remain firm. The National Police Board’s latest enforcement steps are intended to reinforce that message. Influencers who accept affiliate deals with foreign operators may view their work as global content, as it is accessible to a broader audience. Still, Finnish law treats it as a domestic violation if it reaches audiences within the country. The police have made clear that failure to comply will lead to monetary consequences.

The timing is significant. With the new licensing system still two years away, authorities must manage a transitional period in which consumer demand, online advertising practices, and international market forces are already evolving faster than national regulation can keep pace. The warnings suggest that the police intend to maintain strict oversight until the new model is operational.

For influencers, the risks extend beyond financial penalties. Repeated breaches may harm credibility and limit future partnerships, particularly once the licensing system arrives and operators seek affiliates with clean records of compliance. For operators, the crackdown underscores the importance of adhering to national restrictions, even when content is produced abroad.

The current cases illustrate a broader regulatory challenge faced across Europe: how to enforce domestic gambling laws on international platforms. The internet does not recognize borders, but national laws do. By targeting influencers who serve as intermediaries between unlicensed operators and Finnish audiences, the police are signaling that enforcement will extend beyond the operators themselves to anyone who helps facilitate marketing.

The Finnish monopoly has long been defended as a means of protecting public health and channeling gambling revenue into social programs. Yet the growing pressure from unlicensed operators shows the limitations of a closed system in an online environment. The 2027 reform is intended to address this imbalance, but until then the monopoly remains the legal foundation, and violations will be treated accordingly.

The warnings issued this week are therefore more than isolated cases. They form part of a broader effort to preserve the monopoly in its final years, ensuring that the framework holds until the new licensing system can take effect. For influencers and affiliates, the message is unambiguous: until 2027, gambling promotion in Finland is permitted only when it involves Veikkaus.