The Finnish National Police Board (NPB) has initiated an investigation into Wildz following reports of alleged illegal gambling advertising aimed at Finnish consumers. According to Finnish newspaper Iltalehti, the regulator has warned the company with a suspended marketing ban and a potential penalty payment.
CEO Sam Brown confirmed that Wildz is cooperating fully with the authorities, stating the company maintains “an open and transparent dialogue” with the Finnish Police Board. Documents obtained by Iltalehti suggest that the investigation focuses on Finland-facing marketing, including promotions connected to social media posts by former alpine skiing champion Kalle Palander and advertising on Finnish-language sports platforms.
While the company has denied wrongdoing, it has pledged to remove Finland-specific content from its sites and instruct affiliates to take down related material. The Malta-headquartered operator, which rebranded from Rootz to Wildz earlier this year, holds licences in Malta, Ontario, and Germany.
This investigation comes at a pivotal time for Finland’s gambling industry. As the only EU country maintaining a full online gambling monopoly, Finland is now transitioning toward a licensing model expected in 2027. However, lawmakers have warned that proposed regulations on gambling marketing remain imprecise and require further clarification.
Industry observers note that this investigation underscores ongoing tension between regulators and international operators during Finland’s shift toward liberalisation. For companies like Wildz, the outcome could influence their eligibility under the forthcoming licensing regime making this case a critical benchmark for compliance in the evolving Nordic market.
