Finland's Parliament has now formally passed the Government's proposal for a new Gambling Act on December 16, 2025. This will mark a historic change in the country's long-standing gambling model, consisting only of the state-run Veikkaus.
The approved reform will partially take the exclusive monopoly from the state gambling operator away and allow competition in online casino games, slots, and sports betting. The new market is set to launch on July 1, 2027, after initial plans to start on January 1, 2027. The changes were passed with 158 votes in favour and 9 against.
As a result of the reform, Veikkaus’s exclusive right to operate gambling will end in sports betting as well as in online slots and casino games in the summer of 2027. Still, Veikkaus will keep exclusive rights to lottery games, scratch cards, and physical slot machines and casino games.
Gambling operators from all around the world can apply for licences starting on March 1, 2026. Those who obtain a permit will be able to offer their gambling product starting on July 1, 2027. Veikkaus must also apply for a licence for its monopoly operations, and in addition, it may apply for a licence to operate gambling in the competitive market.
Focus on Harm Prevention and Channelisation
The objective behind the reform is to prevent and reduce harms caused by gambling by channelling gambling more effectively into regulated and supervised offerings.
Under the new law, foreign competitors will be subject to the same rules and conditions as Veikkaus. These regulations include strict responsible gambling measures like compulsory player identification, a centralised self-exclusion platform, limits on losses, and active monitoring for potential harmful play among bettors.
Key player protection features include:
- Mandatory age verification, with a minimum legal age of 18 years, and secure identification for all gambling
- Bans on gambling on credit and certain high-risk bonuses
- Ongoing interventions for at-risk players
Advertising and Marketing Restrictions
Marketing rules were a major point of debate while discussing the potential gambling expansion. After the changes, license holders will be able to promote gambling in a limited manner across different channels, primarily on their own websites and social media accounts. But all advertising must be done in a non-interactive manner.
Influencer marketing is explicitly prohibited, and advertising must not target or reach underage individuals. Search engine marketing is also allowed, as it targets active seekers. Still, most promotional activity must occur on operators' own platforms to balance channelisation targets with harm reduction.
“We have been waiting for a model that improves the possibilities to channel gambling into licensed offerings. For a long time now, Veikkaus no longer has a real monopoly on gambling in Finland. According to various estimates, as much as EUR 600 to 900 million per year is gambled outside the official system,” said Velipekka Nummikoski, who is Deputy CEO of Veikkaus.
New Gambling Regulator and Enforcement Outlook
Supervision of gambling activities will now be taken from the National Police Board and bestowed on the new Licensing and Supervisory Authority. This new agency will handle licensing decisions starting in mid-2026.
At first, the new gambling act did not include payment blocking for unregulated brands. However, lawmakers demanded ongoing monitoring of channelisation efficiency, with potential for stronger enforcement measures if offshore gambling continues to be an issue.
Nummikoski explained that the new regulated market must be attractive for companies to apply for permits. Meanwhile, the country must make sure that illegal offerings are properly intervened in.
“If unlicensed gambling cannot be effectively prevented, there is a risk that achieving the channelling objective and reducing gambling-related harms will become more difficult,” Nummikoski added.
Delayed Launch and Bracing for Competition
Initially, Finland’s new competitive market was on track to open at the start of 2026. However, it was delayed to July 2027, with concerns about staffing shortages at the new regulatory authority and the need for a proper preparation period.
With this launch date, the country will avoid overstepping the national elections and potentially reduce political backlash over increased gambling advertising.
At the same time, Veikkaus will continue its active preparations for the new gambling system and the licence-based market.
“The reform of the gambling system truly got underway at Veikkaus’s initiative in 2022, and we have been preparing for it for some time already. The reform of the gambling system is a historic change for Veikkaus and a major opportunity,” Nummikoski concluded.
Industry Reaction and Next Steps
So far, industry stakeholders, such as global operators, have welcomed the reform as a step toward a more competitive and transparent market, aligning Finland with regulated models in neighbouring Nordic countries like Sweden and Denmark.
Analysts expect 30 to 50 operators to apply for licenses, driven by Finland's high digital penetration and established gambling culture. Still, the new framework awaits presidential assent before taking effect on January 1, 2026, paving the way for a regulated, multi-operator era focused on harm reduction and effective channelisation.
