New Finnish bill proposes open online gambling market

Finland’s government has formally submitted its draft legislation to parliament, aiming to reshape the country’s gambling landscape.

The move brings the industry closer to the target set by online gambling association Rahapeliala Ry to pass the new laws by mid-summer.

The bill proposes opening Finland’s online gambling market to private operators, aligning the country with fellow Nordic nations Sweden and Denmark. Currently, state-owned Veikkaus holds a monopoly across online lottery, sports betting, and casino games.

If passed in its current form, Veikkaus’ monopoly would end by late 2026, although it would retain exclusivity for lottery and scratchcards, as well as retail slot machines and casinos. The licensing process is expected to begin on 1 January 2026, with the revamped market potentially launching in early 2027—though some stakeholders anticipate a quicker rollout due to the bill’s swift progression.

The government argues the reform will curb gambling-related harm by directing players to a regulated environment with safer standards and away from unlicensed sites. “The bill aims to strike a balance between harm reduction and creating a viable licensing model,” said interior minister Mari Rantanen.

Among other changes, the bill proposes allowing private operators to accept horse race bets, a market currently limited to Veikkaus. The legal gambling age would remain 18, with mandatory ID verification for all players and a unified self-exclusion system across all licensed platforms.

Licensees would also be obligated to monitor for problematic gambling behavior and implement safeguards to prevent criminal abuse of gambling services. Oversight would fall to a newly proposed Licensing and Supervision Authority.

Marketing would be permitted but tightly controlled. Advertisers must avoid targeting or featuring minors and vulnerable groups, in line with new advertising standards outlined in the bill.

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