The Act would lay down an age limit for gambling. The age limit would remain the same as now, 18 or older. All gambling would be subject to the identity authentication requirement in order to ensure that the gambler is of age.

The marketing of gambling games is required to pay particular attention to protecting minors from gambling-related harm. Marketing should always indicate the permitted age limit for gambling. Marketing could not be targeted to minors and minor persons would not be allowed to appear in marketing materials. The marketing of gambling games at programmes and events geared to minors would be prohibited.

Licence holders could market gambling games on their own websites and social media accounts in such a way that the marketing is not interactive with consumers. Restrictions would be put into place to prevent ‘influencer marketing’ as a marketing tool. 

Persons or teams sponsored could nonetheless display the logo of the gambling enterprises sponsoring them also in their own channels. Mentioning gambling games in sponsorships would be prohibited.

Gambling enterprises would be barred from concluding sponsorship deals with persons under the age of 18 or with regard to events or competitions for persons under the age of 18. When concluding sponsorship deals, gambling enterprises would need to ensure that their logos or the names of their gambling products or services do not appear in products or services specifically intended for use by persons under the age of 18. 

It is likely that the reform will result in considerably higher marketing volume and visibility for gambling games. Despite the restrictions mentioned above, the increased marketing and ample visibility of gambling games could expose also minors to the marketing of gambling games. The new legislation would enable the marketing also of gambling games which current legislation has prohibited Veikkaus Oy from marketing due to the high risk of gambling-related harm associated with those games. Holders of exclusive licence and gambling licence should ensure that their marketing is moderate in volume, scope, visibility and rate of repetition.