SBC News Voice of the Sports Betting Industry
Finland’s government has been advised to maintain an open approach to marketing and customer incentives as it begins its roadmap to launch a new gambling regime in 2027.
The recommendation comes from the European Gaming Betting Association (EGBA), the Brussels-based trade group promoting unified standards for regulated European gambling markets.
The EGBA welcomes Finland initiating a timeframe of 2024 to 2026 to launch its new gambling regime, ending its status as the “only EU member state with a monopoly system for online gambling.” The trade body welcomes Finland’s shift towards a multi-licensing approach for online gambling as a positive change.
Proceedings began in July with the Ministry of the Interior launching a consultation seeking feedback on how to structure Finland’s online gambling market to ensure consumers are protected from harm.
The EGBA supports the decision to withdraw state-owned monopoly operator Veikkaus Oy from Finland’s new online gambling marketplace in 2027, as “experience shows that a monopoly doesn’t work in the online world, and consumers are best served and protected in a well-regulated but competitive environment, where safety tools such as deposit limits and self-exclusion are made available to players.”
However, the EGBA maintains concerns about feedback submitted to the Finnish government endorsing restrictions on marketing practices and customer incentives.
Of particular concern, the Finnish government has been advised to ignore proposed bans on affiliate marketing and social media advertising, which could backfire by pushing players to black market websites that do not prioritise consumer safety.
To ensure the highest marketing standards, the EGBA endorses bringing affiliate publishers into the regulatory framework and allowing social media advertising with clear rules to channel players towards licensed operators. Media owners should be held accountable for gambling content published on their platforms promoting licensed operators.
Further concerns were raised about proposals suggesting Finland should adopt an outright ban on all online gambling bonuses.
The measure is deemed by the EGBA to reduce competitiveness for licensed operators, leading players to unregulated black market sites, which will undermine the channeling of the market to licensed operators.
On customer incentives, instead of an outright ban, the government should implement guidelines for responsible bonus use, such as restricting bonuses for players showing signs of problem gambling and ensuring transparent T&Cs are available to the consumer upon sign-up with operators.
EGBA Secretary General Maarten Haijer said, “Transitioning to a licensed market is no small feat, but it’s one that ultimately benefits everyone involved. At EGBA, we are ready to share our expertise and support Finland in creating a well-regulated, competitive, and safe online gambling market.
Addressing the concerns about marketing restrictions and bonus regulations is crucial to ensure the new legislation achieves its objectives, safeguarding Finnish consumers while fostering a healthy, well-regulated online gambling environment.”
The Finnish government is recommended to follow Denmark and Sweden, EU member states that have successfully transitioned to multi-licensing systems, which have led to high rates of online channeling and consumer protection.
