Finland’s National Police Board has taken action against two social media influencers accused of promoting unlicensed gambling operators, warning that each could face conditional fines of up to €30,000 if they continue.
The influencers, who were not named, posted affiliate gambling content across platforms such as Twitch and Kick. The regulator concluded that the material breached Finland’s Lotteries Act, which grants state-owned Veikkaus exclusive rights to market gambling. According to the National Police Board, the influencers’ actions “increased the visibility of gambling, gambling websites and companies serving as intermediaries for gambling” within the Finnish market.
Although the content was promoted outside Finland, regulators clarified that cross-border marketing remains illegal when targeting Finnish audiences. This misconception has already resulted in penalties: a third influencer was recently fined €30,000 after continuing to post gambling promotions despite previous warnings.
Authorities ordered the two influencers to remove all existing promotional content and immediately refrain from publishing further material linked to unlicensed operators. If they fail to comply, the conditional fines will be enforced.
Finland maintains strict advertising rules even for Veikkaus, which is prohibited from externally promoting high-risk products such as slot machines. The warnings form part of a wider clampdown on gambling advertising, reflecting regulators’ efforts to protect consumers from unlicensed operators.
The enforcement action comes at a pivotal time for Finland’s gambling industry. The country is preparing to transition away from Veikkaus’ monopoly toward a liberalised licensing system, with operators able to apply for permits starting in 2026. The full transition will be completed by 2028, when only licensed providers will be permitted to operate.
Until then, the government has made it clear: gambling advertising rules will remain stringent, and violations will carry significant financial penalties
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