Loss limits have become the core of Finland’s safer gambling recommendations, prepared by the Gambling Risk and Harm Assessment Group at the Ministry of Social Affairs and Health.
Unlike other European regulators, the group proposed stricter loss limits for land-based slots compared to online slots.
It was also recommended that loss limits be centralized and established by government decree, with daily, monthly, and annual thresholds.
The group emphasized: “Based on the best available evidence, it is clear that in a licence-based model, gambling limits must be set at a very low level to be effective and efficient in preventing population-level harm.”
The recommendations also call for the creation of a centralized platform where players can monitor their gambling expenditure, with the data being reported to government authorities.
Not All Optimistic
The upcoming Finnish gambling market reform and the ending of the Veikkaus Oy monopoly have attracted significant attention. Various companies are preparing to enter the market, and the European Gaming and Betting Association (EGBA) has praised the transition.
However, the latest safer gambling recommendations raise concerns about whether the new regulated market can effectively compete with the black market.
The multi-licence market will already be heavily restricted by advertising rules, including a ban on domestic affiliates.
Within the regulated segment, mass media will become the primary advertising channel, creating significant challenges for smaller operators, who may struggle to compete and maintain market share.
These recommendations, which may influence the formation of a centralized system, highlight a careful and consistent approach to player protection.
With the monopoly ending, one of the key questions will be whether smaller operators can compete, a challenge further complicated by strict responsible gaming (RG) protocols.
Finland is already facing player migration to the illegal market — according to Josh Hodgson, Chief Operating Officer of H2 Gambling Capital, the country currently ranks fifth from the bottom in Europe for gambling spend.
Gambling expenditure has been declining since 2017, largely attributed to increased traffic to the illicit market. If the monopoly’s dissolution reverses this trend, the new framework must allow operators of all sizes to compete on a level playing field.
The proposals are currently open for public consultation until February 24.
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