On 16 December 2025, the Finnish Parliament passed the new Gambling Act, marking the most significant change to Finland’s gambling regulation in decades. The reform will enter into full effect as of 1 July 2027 and will then end the long-standing state monopoly and introduce a competitive licensing system for online gambling, aligning Finland with other Nordic jurisdictions, such as Sweden and Denmark. The provisions of the new act concerning license applications will take effect on 1 March 2026, opening the application window for operators from that date. This allows licensed operators to commence operations on 1 July 2027.
The above timetable represents a delay compared to the schedule outlined in the Bill to Parliament, which targeted the start of licensing operations on 1 January 2027. The extended period between the opening of the application window and the operational go-live date has drawn some criticism from the gambling industry.
Under the new act, Veikkaus will retain exclusivity only for lotteries, scratch cards, and land-based slot machines and casino games. All other online gambling segments will open to competition. The New Gambling Act establishes three types of licenses:
- Exclusive license: Reserved exclusively for Veikkaus (or its affiliate) for certain monopoly products.
- Gambling license: For operators seeking a B2C license for fixed and variable odds betting, online casino games, online slot machines and online bingo. It remains to be seen how many operators will apply for a license, but according to market rumours it is estimated that at least some 30 operators or more are expected to apply for a gambling license.
- Gambling software license: Required for entities developing, supplying, installing, or adapting gambling software. Licensed operators may only use licensed software. Applications for gambling software licenses will be accepted starting 1 July 2027, with the mandatory use of licensed software taking effect on 1 July 2028.
Under the new Act, a dedicated government body, the Licensing and Supervision Authority, will be established to grant and manage gambling operator licenses and oversee compliance. This new authority will replace the role of the National Police Board, which will handle licensing and supervision until 30 June 2027. From 1 July 2027, the Licensing and Supervision Authority will assume full responsibility.
The Gambling Act sets fort a number of restrictions on services and marketing.
- A gambling license holder may register for online games only natural persons who are permanently resident in Finland. If a player is permanently resident in a country other than Finland, the gambling license holder must have the ability to electronically prevent that person from playing.
- Marketing is permitted but must remain moderate in both volume and scope. Gambling license holders may promote their games on their own social media accounts in a non-interactive manner; however, influencer marketing is prohibited. The New Gambling Act also sets rules for sponsorship and outdoor advertising. Marketing must not target vulnerable individuals or minors (under 18 years of age).
- Direct marketing requires explicit consent from customers. The gambling terms must not include pre-checked boxes or automatic permissions—customers must actively provide approval.
- Moderate bonuses within an established customer relationship are permitted, provided they are offered on equal terms to all customers of the gambling license holder. Free game credits must not be linked to time spent playing or the amount of money wagered.
- The New Gambling Act prohibits the use of cryptocurrencies for gambling.
The new act also includes obligations for the license holders to provide robust player protection tools. Before playing, customers are required to set personal deposit limits. Further restrictions may be introduced by governmental decree, which could include daily, monthly, and annual maximum loss limits for online games (excluding online poker). Additional measures, such as limits on maximum stakes, game speed and features, as well as time limits per game and per player, may be imposed through a ministerial decree.
As a final remark it may be noted that the adoption of the new Gambling Act represents a fundamental shift in Finland’s approach to gambling regulation, moving from a state monopoly to a controlled, competitive licensing model. By introducing strict compliance requirements, robust player protection measures, and strict marketing limitations, the reform aims to balance market liberalization with social responsibility. However, the Act also leaves room for interpretation on several fronts, which may lead to intriguing legal questions and regulatory challenges. Marketing restrictions are expected to be a source of disputes, and compliance obligations will likely prompt ongoing dialogue between operators and the Licensing and Supervision Authority.
If you have any questions about the Gambling Act or require assistance in Finland, we would be happy to help. Please feel free to reach out to us for a discussion.