Finland’s parliament has approved the proposed overhaul of the country’s gambling framework at second reading, clearing the way for the opening of a competitive market.

With the parliamentary process now complete, the legislative package will move to the president for approval, formally closing the lawmaking phase of perhaps the most significant regulatory reforms in Finnish gambling history. 

The new Gambling Act, approved by over 94% of parliament, will allow for the launch of Finland’s competitive market on 1 July 2027. Ahead of that date, the licensing and authorisation process for operators will begin in March 2026.

At the same time the Act takes effect, supervisory responsibility will shift from the National Police Board to a newly established National Supervisory Authority, reshaping oversight of the market and consolidating regulatory functions under a single body. 

One of the most contentious aspects of the reform concerns gambling marketing. 

During the parliamentary review, the Constitutional Law Committee required substantial clarification of the draft legislation to ensure that restrictions on advertising complied with constitutional protections for freedom of expression and freedom of business.

These concerns led to notable revisions during committee deliberations.

 

Major restrictions on most marketing

In response, the Administration Committee removed a broadly framed general clause on prohibited marketing methods that had been criticised for a lack of transparency.

The committee instead opted to define more precisely what constitutes permitted moderate marketing.

Under the revised framework, marketing will be largely confined to licence holders’ own channels, significantly narrowing the scope of allowable promotion.

The Act introduces an explicit ban on influencer marketing and prohibits advertising that targets or is likely to reach minors.

Marketing activity must remain moderate in both volume and visibility, and gambling may not be portrayed as a routine part of everyday life or as a means of improving one’s financial position.

These restrictions reflect lawmakers’ emphasis on harm prevention alongside market liberalisation.

 

Search engine marketing allowed 

One notable change from the government’s original proposal is the inclusion of search engine marketing as a permitted channel. 

The Administration Committee justified this decision by noting that such advertising primarily reaches individuals who are actively seeking information about gambling, supporting the policy goal of channeling demand toward the licensed system. 

At the same time, the committee rejected calls to allow marketing across all digital platforms, citing evidence that children and young people are particularly susceptible to online advertising. 

The committee also acknowledged that gambling offered outside the licensing system cannot be fully eliminated under the current regulatory model. 

The Act does not introduce payment blocking or network traffic restrictions, although the potential need for such measures will be assessed after implementation. 

Lawmakers have required close monitoring of market performance, channeling effectiveness, and regulatory resources, with the possibility of additional steps to curb unauthorised gambling if necessary. 

With the parliamentary debate concluded, attention now turns from legislation to execution. 

The coming years will test how effectively the new regulatory paradigm balances competition, consumer protection, and supervisory control as Finland transitions to a partially liberalised gambling market. 

 

 

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