President Alexander Stubb’s Approval Confirms Finland’s Shift Toward a Commercial Gambling Market
Finland’s long-awaited gambling reform has received its final sign-off after President Alexander Stubb approved the legislation, clearing the path for a fundamental regulatory shift scheduled to take effect in 2027. The decision follows a decisive parliamentary vote in which an overwhelming majority of participating lawmakers supported the Gambling Bill, signalling strong political backing for reform.
End of the Veikkaus Monopoly
The new legislation will dismantle the monopoly structure held by Veikkaus Oy, replacing it with a licensed market model. The reform is designed to improve channelisation and strengthen regulatory oversight, addressing long-standing concerns that a significant portion of Finnish gambling activity has migrated to offshore operators outside domestic supervision and taxation.
How the New Licensing Model Will Work
Under the revised framework, licences will be issued for online betting, casino games, slots, and bingo. Veikkaus will retain exclusive rights to land-based casinos, physical slot machines, lottery games, and scratch cards. Applications for licences are expected to open in March 2026, with the regulated market scheduled to launch on 1 July 2027, later than the originally planned January start.
Regulatory Oversight and Future B2B Changes
Regulatory responsibility will initially remain with the National Police Board before transferring to the Finnish Supervisory Agency when the new market goes live. Further changes are planned for 2028, when stricter B2B licensing rules will require operators to use software supplied only by locally licensed providers, tightening control across the supply chain.
Advertising Rules and Market Concerns
Although the reform received cross-party support, advertising restrictions remain a point of debate. The legislation introduces limits on influencer marketing, direct messaging promotions, and advertising aimed at minors, while allowing controlled marketing through traditional media. Industry stakeholders expect additional clarity through secondary legislation as implementation approaches.
A Rare Legislative Shift
The scale of the reform underscores its significance within Finland’s regulatory history. The previous major amendment to the Lotteries Act, which governs gambling regulation, was signed by former president Sauli Niinistö on 22 December 2021, highlighting how infrequently such comprehensive changes are made.
