Finland is stepping up enforcement against illegal gambling advertising, with companies facing conditional fines of up to €1.2 million as authorities prepare for the country’s transition to a licensed online gambling market in July 2027.
The National Police Board (NPB) reported on 14 October that it has issued more prohibition decisions and conditional fines for unlawful gambling marketing in 2026 than in previous years. The activity most commonly appears on social media, websites and gambling livestreams.
Companies Face Fines of Up to €1.2 Million
So far in 2026, the NPB’s Gambling Administration has issued four prohibition decisions under Finland’s Lotteries Act and ordered six conditional fines to be paid.
Conditional fines imposed on companies range from €100,000 to €1.2 million, while those set for individuals range from €30,000 to €200,000.
The distinction is important: a conditional fine is not automatically payable when it is issued. It becomes due if the recipient fails to comply with the prohibition within the specified deadline.
So far, all fines ordered to be paid have concerned individuals, with amounts ranging from €20,000 to €100,000. No company has yet been reported as having been ordered to pay its conditional fine.
Social Media and Livestreams Under Scrutiny
The NPB can issue prohibition decisions against both individuals and businesses and generally backs them with conditional fines. The amount depends on the scale and nature of the violation, as well as the recipient’s ability to pay.
According to Juhani Wallinvirta, head of group at the NPB, the purpose of these fines is to secure compliance rather than punish illegal activity.
Under Finland’s current rules, Veikkaus Oy remains the only company permitted to market gambling games in mainland Finland. Authorities have also used payment restrictions against blacklisted offshore operators since 2023.
Finland’s Licensed Gambling Market Opens in 2027
The enforcement push comes ahead of a major change to Finland’s gambling system. Veikkaus will retain its monopoly until the end of June 2027, before the new licensed market is scheduled to open on 1 July.
Under the new framework, licensed operators will be allowed to advertise on their own websites and social media accounts, subject to restrictions. Influencer marketing and direct marketing by telephone will be prohibited.
Responsibility for licensing and supervision is also due to move from the NPB to the Finnish Supervisory Agency when the new system begins.
Interest in the upcoming market is already growing. The NPB had received 75 licence applications by 22 September, up from 50 reported in June.
With the market opening less than a year away, Finland is tightening enforcement of its existing advertising rules while preparing to introduce a new system for licensed operators.