The Finnish government is implementing a radical change of course. The long period of monopoly on gambling in Finland will make way for a licensed market.
New law evokes mixed feelings
There is pride, but also tension among players and market parties. The new Finnish Gambling Act has been officially published in the state gazette and puts an end to the exclusive state monopoly on online gambling. This change marks an important moment for the Finnish gambling market, which for years had only one provider.
Licences from March 2026 and market opening date set
From 1 March 2026, companies will be able to apply for an official gambling licence, as stipulated by the Act. These licences will serve as admission tickets to legally offer online betting, casino games and slots in Finland from 1 July 2027. The Act was approved by a large majority in parliament and subsequently ratified by the President.
Until then, the current state monopoly holder will remain active on the market. Only after June 2027 will other companies be allowed to actually start offering their services under the new licensing regime. In the meantime, Veikkaus, the state-owned company that has been managing all legal gambling activities for many years, will continue to serve the market.
Key rules from the new Finnish Gambling Act:
- The current state monopoly on online gambling will be abolished.
- Licence applications will be accepted from 1 March 2026.
- The licensed market will open on 1 July 2027.
- Only licence holders may legally offer online games of chance.
- Veikkaus retains the monopoly on:
- Lotteries
- Scratch cards
- Physical slot machines and casinos
- A new supervisory authority replaces the National Police as the controlling body.
- All players must identify themselves and register (anonymous gambling is prohibited).
- There will be a mandatory self-exclusion system and spending limits.
- Advertising will be restricted:
- No promotion aimed at young people or vulnerable groups
- No marketing via influencers or telemarketing
- Gambling providers must comply with strict requirements for responsible gaming and data protection.
Veikkaus retains certain exclusive activities
Although the monopoly on online gambling activities is disappearing, Veikkaus will retain a strong position in specific areas. The company will retain exclusive rights to lotteries, scratch cards and physical slot machines and casinos within Finland. These activities will remain outside the new competitive market.
New regulator and rules for responsible gaming
The new law changes not only the market structure, but also supervision. A separate national regulator will take over the tasks of the National Police from the market opening date. This body will be responsible for licensing, supervision and compliance with rules.
In addition, the new law requires operators to actively protect players. Identity checks, self-exclusion systems and spending limits will be mandatory. Players must register and verify their identity before they can gamble, which will put an end to anonymous gambling within the licensed market.
Advertising rules and marketing limited to controlled contexts
The law imposes strict limits on the advertising of gambling services. Licence holders are allowed to promote their services, but not in ways that target young people or vulnerable groups. Direct marketing via influencers or by telephone is also prohibited.
This reform seeks to strike a balance between open market forces and player protection. While monopoly long dominated the Finnish gambling industry, competition and supervision are now being brought together in a single regulated system.