Leadstar Media Warns Finland’s Affiliate Ban Could Harm Player Safety
Finland.- 4 November 2026 | www.zonadeazar.com Leadstar Media, an international iGaming affiliate marketing company, has warned that Finland’s ban on affiliate promotion could undermine player protection and benefit operators without domestic licences.
The warning comes as Finland prepares to open its regulated online betting and casino market in 2027, ending Veikkaus’ long-standing monopoly over these activities.
Jacob Ljunggren, Product Director at Leadstar Media, believes advertising restrictions could make customer acquisition more challenging for newly licensed operators.
Finland Prepares for Market Opening in 2027
The new licensing framework will allow different companies to compete in Finland’s online betting and gaming market.
Until now, Veikkaus has maintained the legal monopoly, although Finnish consumers have also used international platforms operating outside the domestic licensing system.
According to the available information, more than 80 licence applications had been submitted, while 18 companies had secured approval from the National Police Board.
The transition represents a significant transformation of Finland’s gambling industry and introduces new challenges for supervision and consumer protection.
New Legislation Prohibits Affiliate Marketing
One of the most debated elements of the regulatory framework is the ban on affiliate marketing.
Affiliates typically provide reviews, recommendations and comparisons of sportsbooks and online casinos, often through commercial agreements with operators.
Under the new Finnish rules, affiliates will not be permitted to promote gambling platforms, even when those operators hold domestic licences.
The restriction is intended to limit consumer exposure to gambling advertising.
However, Leadstar Media questions whether it will help customers identify and choose regulated alternatives.
Leadstar Media Raises Concerns About Unlicensed Operators
Ljunggren believes prohibiting affiliate promotion of licensed operators could have unintended consequences.
He explained that many consumers use comparison websites to evaluate gambling platforms and discover available products.
In this context, affiliates could help users identify companies operating within the regulated market.
Leadstar Media’s concern is that compliant affiliate businesses will withdraw from this activity, while others may continue promoting unlicensed platforms.
This remains an industry concern rather than a demonstrated consequence of the new legislation.
Player Safety Becomes a Key Competitive Factor
According to Ljunggren, one of the main challenges will be communicating the differences between licensed gambling platforms and operators outside the domestic regulatory framework.
He believes authorised companies must emphasise their consumer protection mechanisms and the security of their services.
Local payment methods, operational transparency and a straightforward user experience could become particularly important.
Leadstar Media expects these factors to gain relevance because of restrictions on advertising and welcome bonuses.
Sweden Provides a Relevant Comparison
Leadstar Media identified Sweden as a useful reference point for Finland’s upcoming market transition.
The two countries share similarities in gambling culture and regulatory structures, although important differences remain.
Sweden allows affiliate marketing and welcome bonuses, while Finland will restrict both.
Furthermore, a 2025 survey by Swedish regulator Spelinspektionen found that 70% of respondents who had gambled during the previous year could not identify whether an operator held a Swedish licence.
Ljunggren believes the findings demonstrate how difficult it can be for consumers to distinguish regulated platforms from unlicensed alternatives.
Operators Must Differentiate Their Products
With promotional opportunities restricted, Leadstar Media believes gambling operators will need to focus more closely on the overall customer experience.
Potential areas of differentiation include:
- Straightforward registration processes.
- Payment methods tailored to local customers.
- Intuitive and accessible platforms.
- Services designed for specific player preferences.
Ljunggren noted that some Swedish operators already compete through product quality rather than promotional incentives, even though welcome bonuses remain permitted.
This approach could become particularly relevant for businesses entering Finland.
Channelisation Will Be a Major Challenge
Channelisation refers to the proportion of gambling activity directed towards licensed operators rather than platforms outside the domestic regulatory system.
Leadstar Media considers this one of the most important measures of Finland’s reform.
Ljunggren warned that granting numerous licences will not automatically persuade consumers to leave international platforms they already use.
Operators will therefore need competitive products and clear communication about the benefits of regulated gambling.
The company believes restricting commercial information channels could make this objective more difficult to achieve.
Leadstar Media Monitors Other Emerging Markets
Beyond Finland, Leadstar Media is following regulatory developments in other international markets.
These include Canadian provinces that may introduce regulated online gambling frameworks following recent developments in Alberta.
The company is also monitoring the expansion of prediction markets, which are generating new regulatory discussions across several jurisdictions.
Ljunggren highlighted growing interest in this segment in Sweden, although its regulatory treatment remains uncertain.
Industry Impact and Next Steps
Finland’s regulated market opening in 2027 will provide an important test of a model combining operator competition with significant advertising restrictions.
Licensed companies will need to attract consumers without relying on affiliate marketing or welcome bonuses.
Leadstar Media warns that the affiliate ban could make licensed operators harder to identify and reduce the regulated market’s ability to compete with unlicensed platforms.
The development of channelisation, customer acquisition and consumer behaviour after launch will help determine the actual impact of these restrictions.
Edited by: @fonta
