Finland Advised to Keep Open Approach to Marketing and Customer Incentives in New Gambling Regime

Finland’s government has been advised to adopt an open approach to marketing and customer incentives as it moves forward with plans to launch a new gambling regime in 2027. The recommendation comes from the European Gaming Betting Association (EGBA), a Brussels-based trade group advocating for standardized regulations across European gambling markets.

The EGBA has expressed support for Finland's decision to begin a transition period from 2024 to 2026, which will end the country’s status as the “only EU member state with a monopoly system for online gambling.” The organization views Finland’s shift towards a multi-licensing approach for online gambling as a significant step in the right direction.

In July, Finland’s Ministry of the Interior launched a consultation to gather feedback on how to structure the country’s online gambling market in a way that ensures consumer protection. The EGBA supports the government's decision to remove the state-owned monopoly operator Veikkaus Oy from Finland’s online gambling marketplace by 2027. "Experience shows that a monopoly doesn’t work in the online world, and consumers are best served and protected in a well-regulated but competitive environment, where safety tools such as deposit limits and self-exclusion are made available to players,” the EGBA said.

However, the EGBA has expressed concerns over feedback advising the Finnish government to impose restrictions on marketing practices and customer incentives. Specifically, the association cautions against proposed bans on affiliate marketing and social media advertising, warning that such restrictions could push consumers toward black market websites that lack proper consumer protection.

To counter these risks, the EGBA advocates for bringing affiliate publishers into the regulatory fold and permitting social media advertising under strict guidelines. This would help steer players toward licensed operators, with media platforms held accountable for any gambling content promoting these regulated operators.

Additionally, the EGBA raised concerns about proposals suggesting Finland should implement a blanket ban on all online gambling bonuses. The association argues that such a ban would reduce competitiveness for licensed operators and potentially drive players to unregulated black market sites, undermining efforts to channel the market toward licensed operators.

Instead of an outright ban, the EGBA recommends that the Finnish government introduce guidelines for responsible bonus use, including restrictions for players showing signs of problem gambling and ensuring that operators provide transparent terms and conditions at sign-up.

Maarten Haijer, EGBA’s Secretary General, emphasized the importance of these recommendations, stating, “Transitioning to a licensed market is no small feat, but it’s one that ultimately benefits everyone involved. At EGBA, we are ready to share our expertise and support Finland in creating a well-regulated, competitive, and safe online gambling market."

Haijer also highlighted the importance of addressing concerns about marketing restrictions and bonus regulations to ensure the new legislation achieves its intended goals. "Safeguarding Finnish consumers while fostering a healthy, well-regulated online gambling environment” should be the government’s top priority, he said.

The EGBA advises Finland to follow the example of Denmark and Sweden, both of which have successfully transitioned to multi-licensing systems. These models have resulted in high rates of online channelling and robust consumer protection in the gambling sector.

By fLEXI tEAM