Finland Licensing System
Te new gambling law introduces significant marketing restrictions while allowing some promotional activities under strict conditions. Gambling marketing is not entirely
banned but will be heavily regulated, with prohibited methods and
consumer protection requirements.
pool betting, virtual betting, electronic casino games, and horse betting), while B2B licences will cover gambling-related software. However, certain functions, such as payment processing, will remain outside the licensing framework.
Te new licensing system is introduced in two stages: B2C licences will take effect in 2026, with licensed activities commencing between July 2026 and January 2027 at the latest. B2B licences will become available a year later.
PREVIOUS INFRINGEMENTS JEOPARDISE LICENCE Under Finland’s upcoming gambling market reform, past violations of gambling laws may prevent operators from
obtaining a licence. Te Finnish regulator, the National Police Board (“NPB”), has raised concerns about increased illegal marketing, with some operators resuming unlawful promotions ahead of the system change.
Under the new regime, B2C and B2B licence applicants— including their significant owners and executive management—must meet strict reliability and suitability requirements. Applicants sanctioned for violating the current Lotteries Act will be ineligible for a licence for two years, while violations under the new regime will result in a three-year exclusion period.
MARKETING OF ONLINE GAMBLING RESTRICTED Te new gambling law introduces significant marketing restrictions while allowing some promotional activities under strict conditions. Gambling marketing is not entirely banned but will be heavily regulated, with prohibited methods and consumer protection requirements.
Tird-Party and Social Media Marketing Unlike other European markets, Finland will effectively prohibit affiliate marketing. Gambling advertisements must originate directly from licence holders, although influencers may be used on operators' own platforms. Interactive social media marketing, such as responding to comments or using
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