EGBA Unpicks Finland’s Gambling Rules, Urges Revisions

The European Gaming and Betting Association (EGBA) has offered its input regarding the re-regulation of the Finnish gambling market which will see it go from a state-owned monopoly to a multi-licensed model, allowing foreign companies to set up shop in the country.

Although a welcomed move that is expected to strengthen consumer protection, boost revenue and create jobs, the current draft under which the industry is supposed to take shape may be far from ideal, argues the association.

EGBA Offers Revision of Gambling Framework

A final draft must be submitted by the spring of 2025, which allows for limited time to make corrections. EGBA has taken issue with several points of the draft law. For one Finland wants to prohibit affiliate marketing and social media advertising for gambling brands.

This, argues EGBA, is a highly risky move which could impede the growth of the regulated market and end up leading to a higher level of participation in the black market. In a statement, EGBA had this to say:

These channels play a key role in guiding consumers to licensed, regulated platforms. Without them, players will drift to black-market websites that don’t follow Finnish regulations or prioritise consumer safety.

EGBA

Restricting advertising has been a trend in European gambling regulation from the Netherlands to Sweden, especially in Italy, where a blanket ban remains unchallenged and unlikely to ever be lifted. The only jurisdiction to have acquiesced and relented in maintaining a chokehold on gambling advertising over the past years has been Spain.

Another proposal that EGBA found issue with is the proposal to suspend promotions and bonuses. EGBA secretary general Maarten Haijer has found an issue with this proposal, arguing that limiting bonuses is a good idea in general, but their complete suspension could once again have an uneven impact on the market, and give an edge to rogue and illegal operators.

Rather than prohibiting either activity, i.e. affiliate marketing and bonuses, the Finnish regulation should focus on regulating them in a clear manner that ensures that regulated operators are competitive.

Large Body of Available Evidence in Regulation Exists

Finland is starting from a good place and can draw on the experience of many jurisdictions in Europe that have gone through various forms of regulation, experimenting with different approaches, including the ones proposed by the current Finnish framework.

“Finland stands at a pivotal moment in the history of its gambling regulation. By crafting a successful online gambling framework, Finland, like its neighbors Denmark and Sweden, can successfully transition from its monopoly to a well-functioning licensing system,” EGBA concluded.

License applications are supposed to be opened to operators and companies in 2026, with the market going live in 2027.