Finland Moves to End Veikkaus Monopoly, Introduces Licensing System for Online Gambling

The Finnish government has introduced a bill to Parliament that seeks to end Veikkaus’ exclusive rights to online betting and digital casino games. The proposed legislation would replace the existing monopoly with a licensing model set to take effect in January 2027.

Under the new system, private operators will have the opportunity to apply for licences to offer online sports betting and casino games, bringing Finland’s regulatory framework in line with similar models already in place in Sweden and Denmark.

Despite this shift, Veikkaus will continue to hold exclusive rights over lottery draws, scratch cards, and land-based gambling, which includes physical slot machines and casinos. Across all gambling services, mandatory identity verification and age restrictions will remain in force.

The proposed reform follows a parliamentary debate in February, during which Prime Minister Petteri Orpo’s government confirmed its intention to dismantle the monopoly and transition to a competitive market structure.

A primary objective of this transition is to increase the channelisation rate—guiding consumers towards legal and regulated gambling platforms while mitigating gambling-related harm.

To facilitate the transition, a new licensing and regulatory authority will be established in 2026, taking over full oversight responsibilities from the National Police Board by 2027. This new regulatory body will be tasked with enforcing advertising restrictions, reviewing technical standards, and ensuring compliance with harm prevention measures.

The bill also introduces additional advertising restrictions, including a ban on influencer marketing and prohibitions on outdoor advertisements for high-risk games such as online slots. However, licensed operators will be allowed to promote their services on their own websites and social media platforms under strict regulatory guidelines.

Additionally, the reform mandates a unified self-exclusion system, financial limits, and real-time loss tracking across all licensed operators to enhance responsible gambling protections.

State revenue will be collected through corporate taxes and licensing fees. Meanwhile, Veikkaus will continue to provide dividends to the state and apply for exclusive rights to the products it retains under the new system.

If the bill receives parliamentary approval, private operators could begin receiving licences as early as 2026, paving the way for the full implementation of Finland’s new gambling framework in 2027.

By fLEXI tEAM