Finland: influencers threatened with €30,000 fines
•
7 Sep 2025 •
Reading time: 2 minutes Finland is shaking up the world of social networks this week: two influencers could be fined up to €30,000 each for promoting unauthorised gambling sites.
Two influencers threatened with record fines
The influencers, whose names have not been revealed, published content affiliated to foreign operators. According to the authorities, these publications directly or indirectly promoted the game in Finland despite the fact that the marketing was aimed at an audience outside the country. The platforms used included Twitch and Kick, two popular live streaming services.
The influencers have been ordered to immediately remove this content and cease all similar publications. Failure to do so could result in a conditional fine of €30,000. The decision comes from the Finnish National Police, who point out that any advertising for games of chance must comply with the Lotteries Act, the national law on gambling.
Finland and its strict gambling rules
Finland has some of the strictest gambling regulations in Europe. Veikkaus, the state-owned operator, currently has a monopoly on all gambling, whether online or land-based.
Even Veikkaus is subject to restrictions: it cannot promote high-risk games, such as slot machines, aggressively or via third-party advertising. Any other form of advertising by unauthorised parties is strictly prohibited.
This strict regulation explains why the influencers’ actions were qualified as a direct violation of Finnish law, even if the target audience was outside the country.
Another influencer already sanctioned
A third influencer has also been sanctioned in a similar case. After an initial warning, he persisted in publishing prohibited content and was fined €30,000, which he did not contest within the legal 30-day period.
The case illustrates the heightened vigilance of the Finnish authorities and their determination to apply the law, even when infringements originate from content broadcast from abroad. These decisions highlight the dilemma facing influencers: the potential for revenue through commercial partnerships can quickly come up against strict local regulations.
A changing market by 2027
While Veikkaus still holds the monopoly, the future of gambling in Finland could change radically. The market is due to be gradually liberalised by 2027, allowing private operators to apply for licences from 2026.
Software suppliers to these operators will have to obtain their licences from 2027, with full implementation of the system scheduled for 2028. Ultimately, only games from locally authorised software suppliers will be able to be offered to Finnish players.
The case of the fined Finnish influencers is a perfect illustration of the complexity of gambling regulations in a globalised digital world. It is a reminder that simply broadcasting content internationally does not guarantee impunity. With the market about to open up, the challenge for content creators will be to remain lucrative while complying with constantly changing legislation.