Gambling system reform – Licensing introduced to open betting and online casino games market to competition
Today, the Government submitted to Parliament a legislative proposal on a new gambling system. The Government proposes to end Veikkaus' gambling games monopoly in betting and in online slot machine and casino games at the end of 2026, and to open the provision of these games to competition.
"This legislative proposal aims to find a regulatory solution for balancing the regulation combating gambling harm with the willingness of gambling operators to apply for a licence, and for shifting online gambling towards a range of regulated games," says Minister of the Interior Mari Rantanen.
Veikkaus would retain the monopoly in lottery-type games, scratch cards, and physical slot machines and casino games. The legislative reform is based on the Programme of Prime Minister Petteri Orpo's Government. Many European countries, including Denmark and Sweden, have already introduced a similar gambling system combining a monopoly and a competitive market approach.
The reform aims to prevent and reduce gambling harm, for example by directing players towards a regulated and supervised range of games.
Gambling operators could apply for operating licences from the beginning of 2026 and launch licensed gambling services at the beginning of 2027. Veikkaus would need to apply for a monopoly licence, but it could also apply for a licence to operate gambling games on the competitive market.
Central government revenue would consist of the dividends paid by Veikkaus, the monopoly licence fee, and the lottery tax and corporate income tax paid by licence holders.
Gambling operators are expected to act responsibly and prevent abuse
The age limit for gambling would continue to be 18 years under the new act. Players would need identification to ensure they are of legal age. Identification would enable the use of gambling blockers, financial limits, and self-monitoring. Consumers could access a centralised system to set gambling blockers for games provided by any licence holder.
Licence holders would have to ensure that their games minimise gambling harm. Gambling operators would need to combat excessive gambling by continuously monitoring gambling behaviour and providing players with tools to limit their gambling.
The new gambling act would provide several methods to prevent, detect and address abuse and offences related to gambling services. For example, licence holders would have to restrict betting options, and suspend betting if they have detected abuse. Players would need to have a clear whistleblowing procedure for reporting abuses. Gambling services would be subject to the requirements laid down in the money laundering legislation.
Marketing of gambling games would be allowed with restrictions
The reform is likely to increase the marketing and visibility of gambling games. Under the new gambling act, the marketing of gambling games would be permitted subject to the restrictions laid down in the government bill. These would include provisions on prohibited marketing tools and methods, information to be provided in the context of marketing, sponsorships, and a direct marketing ban. Marketing could not be targeted at minors or otherwise vulnerable persons, and minors could not appear in marketing materials.
Licence holders could use certain channels for limited marketing of gambling games, including the gambling operator's website and social media accounts. Influencers would not be permitted to market gambling games, and minors would not be allowed to appear in marketing materials. Individuals or teams holding sponsorship deals with gambling operators could display their sponsor's logo on their own channels, but any mention of gambling games would not be permitted in sponsorship activities. Gambling operators could not sign sponsorship deals with individuals under the age of 18 or for under-18s events, races and competition categories.
New agency would take over supervision of gambling services
Gambling services are currently supervised by the National Police Board, which would continue as the permit authority under the gambling act until the end of 2026. From the beginning of 2027, licensing and supervision would be taken over by the new national Finnish Supervisory Agency, which will be launched at the beginning of 2026. The project for drawing up the government proposal (HE 13/2025 vp) on a regional government reform and the establishment of the Finnish Supervisory Agency was led by the Ministry of Finance. The proposal was submitted to Parliament on 13 March 2025.
The new gambling system would be based on licences granted by the supervisory authority. Licence applicants would need to be reliable organisations suited to the provision of gambling services. The authority would supervise the licensed activities, for example by means of technical supervision. The act would oblige licence holders to ensure that their game systems, lottery-drawing equipment and lottery-drawing methods are reliable and that the outcomes of the draws are randomised. The Finnish Supervisory Agency would also supervise compliance with marketing regulations. Licence holders would need to submit annual reports to the supervisory authority on their gambling services and marketing.
The authority could end illegal activities and impose on a licence holder an administrative fine for breach or neglect of the obligations laid down in the gambling act, or a penalty payment for more serious infractions. As a last resort, the authority could withdraw the licence.
Inquiries:
Antti Salminen, State Secretary, tel. +358 295 160 160, firstname.lastname@gov.fi
Jukka Tukia, Ministerial Adviser, tel. +358 295 488 573, firstname.lastname@gov.fi
Elina Rydman, Ministerial Adviser, tel. +358 295 488 586, firstname.lastname@gov.fi
Mikko Cantell, Chief Specialist, tel. +358 295 488 380, firstname.lastname@gov.fi