Finland’s President Approves Gambling Overhaul Legislation

Summary

Finland’s President Alexander Stubb has signed into law a major overhaul of the country’s gambling framework, replacing the online monopoly model with a multi-licence system. The new regime is set to launch on 1 July 2027. Companies may submit licence applications to the National Police Board from 1 March 2026; the Police Board will remain the primary regulator until responsibility transfers to the Finnish Supervisory Agency on 1 July 2027.

Licences will cover betting, online casino and slots, and online bingo. Veikkaus Oy will lose its nationwide online monopoly but will retain exclusive rights for land-based casinos, slot machines, lotteries and scratch cards. B2B rules are tightened: from 1 July 2028 operators may only use gambling software supplied by firms holding a Finnish gambling software licence. Marketing must display the legal gambling age and direct consumers to problem gambling prevention and treatment resources; advertising will be permitted on TV, radio, print and operators’ social channels. Some parliamentary proposals for harsher marketing measures (for example tobacco-style health warnings) were rejected, and stakeholders have raised concerns about unclear definitions — notably what constitutes “moderate marketing” — and strict limits on affiliate activity.

Key Points

President Alexander Stubb approved the new gambling legislation; the market overhaul launches 1 July 2027.
Multi-licence market replaces Veikkaus Oy’s online monopoly; Veikkaus keeps land-based casinos, slots, lotteries and scratch cards.
Applications for licences open to companies via the National Police Board from 1 March 2026.
Regulatory authority moves to the Finnish Supervisory Agency on 1 July 2027.
Licences will cover betting, online casino and slots, and online bingo; tighter B2B rules require Finnish software licences from 1 July 2028.
Advertising allowed across traditional and social channels but must display legal gambling age and signpost problem-gambling resources.
Parliament rejected calls for tobacco-style health warnings; some MPs had sought tougher marketing restrictions.
Industry concerns persist over vague marketing terms (eg “moderate marketing”) and strict affiliate marketing limits.

Why should I read this?

Heads-up — this is a big shake-up for anyone in iGaming, compliance, payments or affiliate marketing. The online monopoly ends, new licence windows and software rules bring concrete dates you need to act on, and advertising/affiliate rules will change how operators go to market. If you’re planning to enter Finland or already operate there, the timelines and conditions here will affect strategy and compliance — so read the details.