Finland Imposes Conditional Fines of Up to €1.2 Million Over Illegal Ads
Finland.- 16 October 2026 | www.zonadeazar.com Finland’s National Police Board (NPB) has intensified enforcement against illegal gambling advertising in 2026, imposing conditional fines of up to €1.2 million for companies and €200,000 for individuals.
According to information released by the authority on 14 October 2026, regulatory interventions have increased compared with previous years, particularly concerning promotions distributed through social media, digital platforms and gaming livestreams.
The stronger enforcement approach comes as Finland prepares to open its new regulated online gambling market on 1 July 2027.
Four Prohibition Decisions and Six Fines Enforced
During 2026, the NPB’s Gambling Administration has taken further action against companies and individuals promoting unauthorised gambling services.
The principal figures include:
- Four prohibition decisions concerning illegal gambling advertising.
- Six conditional fines ordered to be paid.
- Conditional fines imposed on individuals: €30,000 to €200,000.
- Conditional fines imposed on companies: €100,000 to €1.2 million.
- Fines enforced against individuals: €20,000 to €100,000.
The regulator confirmed that every conditional fine ordered to be paid so far has been imposed on an individual.
No enforced conditional fines against companies were reported for the period.
How Conditional Fines Work
The NPB uses conditional financial penalties to ensure compliance with decisions prohibiting illegal gambling advertising.
When unlawful promotion is identified, the authority can order the responsible party to stop the activity.
The prohibition is generally supported by a conditional fine, which becomes payable only if the recipient fails to comply within the specified period.
The amount is determined by factors including:
- The nature of the infringement.
- The scale of the advertising.
- Whether the illegal activity continues.
- The financial circumstances of the responsible party.
- The need to secure compliance with the decision.
Therefore, the announced amounts should not automatically be interpreted as fines that have already been collected.
Statements From Juhani Wallinvirta
Juhani Wallinvirta, Head of Group at the National Police Board, explained that the purpose of these measures is to ensure regulatory prohibition decisions are respected.
He emphasised that conditional fines are primarily intended to secure compliance rather than punish the original infringement.
Wallinvirta also confirmed that, under the legislation currently in force, Veikkaus Oy is the only company permitted to market gambling services in mainland Finland.
This exclusive position will remain in place until the new licensing system begins operating.
Social Media and Livestreaming Under Scrutiny
Finnish authorities have identified illegal gambling promotion across several digital channels.
The principal areas under supervision include:
- Social media platforms.
- Websites.
- Video game livestreams.
- Casino and sports betting streams.
- Affiliate promotional content.
The NPB considers advertising embedded within entertainment content particularly concerning because it may be difficult for viewers to distinguish promotional messages from personal recommendations.
Such practices also raise questions about exposure among younger audiences.
Influencer and Affiliate Marketing
A major regulatory challenge involves promotional activity distributed by online content creators.
Some livestreams incorporate links to unlicensed gambling platforms or present their services as part of regular entertainment programming.
Finnish legislation applies a broad definition of advertising, covering both direct commercial communications and indirect promotional activities.
Consequently, content can qualify as unlawful gambling marketing even when it does not resemble a traditional advertisement.
The authorities aim to prevent businesses and individuals from using digital platforms to circumvent existing gambling restrictions.
Veikkaus Retains Exclusivity Until June 2027
Finland is undergoing a significant transformation of its gambling regulatory framework.
Currently, Veikkaus Oy holds exclusive rights to offer and market certain gambling activities in mainland Finland.
However, the country has approved reforms that will introduce private operators through a licensing system.
The established timetable includes:
- Until 30 June 2027: continuation of the existing framework.
- 1 July 2027: opening of the new regulated market.
- From July 2027: implementation of the new supervisory arrangements.
The reform will allow licensed companies to compete in the gambling activities covered by the new legislation.
A New Authority Will Oversee the Market
The opening of the market will also involve institutional restructuring.
The Finnish Supervisory Agency will take responsibility for licensing and supervising operators under the new framework.
These functions are currently performed by the National Police Board.
The transition aims to adapt regulatory supervision to a market featuring multiple authorised businesses rather than one based on Veikkaus’ exclusive position.
Until the new arrangements take effect, the NPB will continue enforcing the existing legislation.
Advertising Under the New Framework
Although the reform will allow new operators to enter the market, advertising will remain subject to strict restrictions.
The new Gambling Act will permit licensed operators to promote their services through:
- Their own websites.
- Their official social media accounts.
However, these communications must comply with specific requirements and cannot involve certain forms of direct interaction with consumers.
The legislation also introduces explicit restrictions on:
- Influencer marketing.
- Direct marketing by telephone.
These measures are intended to reduce risks associated with particular customer acquisition practices.
Interest in New Licences Continues Growing
The regulatory transition is generating interest among international operators seeking access to Finland’s future licensed market.
According to the published figures, the NPB had received 75 licence applications by 22 September 2026.
This represents an increase from the 50 applications recorded in June.
The figures illustrate growing business interest in the new regulated framework.
However, submitting an application does not guarantee authorisation or permit a company to begin operations before the scheduled market opening.
Payment Blocking Against Illegal Operators
Finland also uses financial measures to restrict the activities of unauthorised gambling platforms.
Since 2023, the country has applied payment blocking measures against certain offshore operators placed on regulatory lists.
These restrictions aim to prevent financial transactions between Finnish consumers and businesses operating outside the legal framework.
An April 2026 survey conducted by Bilendi, involving 1,000 Finns aged 18 to 65 and commissioned by affiliate company Turtlebet, found that 32.4% identified payment blocking as the most effective individual tool against illegal gambling.
The finding reflects the opinions of survey respondents rather than a definitive assessment of the measure’s effectiveness.
Next Steps and Impact
Finland’s increased enforcement activity demonstrates the authorities’ intention to strengthen compliance with existing gambling legislation ahead of the 2027 market opening.
Conditional fines of up to €1.2 million for companies, alongside prohibition decisions and enforced penalties against individuals, provide mechanisms for addressing unauthorised advertising.
The central challenge will be adapting these controls to a multi-operator licensing framework in which authorised companies can market gambling products under specific conditions.
The establishment of the new supervisory authority and restrictions on influencer and direct marketing will be important components of this transition.
For the iGaming industry, Finland provides an example of how a jurisdiction can move towards greater commercial competition while maintaining strict controls on advertising, customer acquisition and consumer protection.
Editó: @fonta
