Finland’s government has been advised to take an open stance on marketing and customer incentives as it works towards launching a new gambling framework by 2027.
This recommendation comes from the European Gaming and Betting Association (EGBA), a Brussels-based organization advocating for unified standards in regulated European gambling markets.
The EGBA supports Finland’s decision to establish a multi-licensing system for online gambling, marking the end of its status as the only EU country with a monopoly on online gambling. The EGBA views this shift as a positive step for consumer protection and the industry.
The transition process, which began in July with the Ministry of the Interior’s consultation on how to best structure Finland’s online gambling market, is set to conclude between 2024 and 2026. The new framework will aim to safeguard consumers from gambling-related harm.
The EGBA backs the decision to phase out state-owned monopoly operator Veikkaus Oy from Finland’s online market by 2027. It argues that monopoly models are ineffective in the online sphere, where a well-regulated, competitive environment offers better protection for players, with tools such as deposit limits and self-exclusion.
However, the EGBA has raised concerns about feedback advising the Finnish government to implement strict marketing and customer incentive restrictions. The group strongly opposes proposed bans on affiliate marketing and social media advertising, warning that such moves could push players toward unregulated black-market operators, who often lack robust consumer protections.
To mitigate this risk, the EGBA recommends bringing affiliate marketers into the regulatory framework and permitting social media advertising under strict guidelines to ensure licensed operators can effectively attract players. Media outlets should also be held responsible for gambling content promoting licensed platforms.
Another area of concern is the suggestion of an outright ban on online gambling bonuses. The EGBA believes this would hurt the competitiveness of licensed operators, potentially driving consumers to illegal gambling sites. Instead of a ban, the group advocates for responsible bonus guidelines, including restrictions for players displaying signs of problem gambling and ensuring clear terms and conditions are presented at sign-up.
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.
Don’t forget to subscribe to our Telegram channel!
