iGaming advertising regulation in Finland — market opens 1 July 2027
Finland is a pre-launch market. The new Gambling Act opens fixed-odds and pari-mutuel betting, online casino games, online slots and e-bingo to licensed competition on 1 July 2027, ending Veikkaus Oy's online monopoly. Licence applications have been accepted by the National Police Board since 1 March 2026, with supervision moving to the Finnish Supervisory Agency on 1 July 2027. Until the market opens, private operators may not market gambling services to Finnish consumers — all Finnish work is preparation: inventory reservations, audience and data build-out, creative compliance and staged media plans.
- Minimum age
- 18+
- Last checked
- 22 Sept 2026
Rules by channel
No live gambling display advertising to Finnish consumers before 1 July 2027. From launch, expect 18+ audience targeting only, licence and responsible-gambling information in creative, self-exclusion suppression, and publisher policies that are often stricter than the statute.
Online video and connected-screen gambling advertising is not permitted before 1 July 2027. From launch, plan age-verified or 18+ inventory, responsible-gambling end-frames and no creative appealing to minors.
Outdoor and DOOH gambling advertising is not available in Finland before 1 July 2027. From launch, expect placement restrictions around schools, youth venues and treatment services, plus media-owner gambling policies per network.
Market status
Finland is not yet open to licensed private gambling advertising. The Gambling Act enters fully into force on 1 July 2027.
- 1 March 2026: B2C gambling licence and exclusive licence applications opened at the National Police Board
- Application fee EUR 29,000 per application, target processing time six to eight months
- 1 July 2027: licensed operation and marketing may begin; the Finnish Supervisory Agency takes over supervision
- 1 January 2028: licensed operators may only use game software from Finnish-licensed suppliers
Scope of the licence
Gambling licences cover fixed-odds and pari-mutuel sports betting, virtual betting, online casino games, online slot machines and electronic money bingo. A separate software licence covers B2B suppliers.
- Veikkaus keeps exclusivity on lotteries, scratch cards and all land-based casino and slot machine gaming
- Veikkaus is split so its competitive online business is licensed and taxed like any other operator
- Applicants, owners and managers must meet fitness and propriety requirements
Advertising expectations
Detailed Finnish marketing rules follow the Nordic pattern set by Sweden and Denmark. Plan to 18+ audiences, responsible-gambling messaging and licence identification, and expect media owners to apply stricter policies than the law requires.
- 18+ audiences only; no targeting of minors or self-excluded players
- Licence identification and responsible-gambling information in creative
- Restraint on bonus-led and urgency messaging
- Finnish and Swedish language creative for national coverage
What Adyllic does before launch
Pre-launch preparation only: reserving Finnish premium publisher, sports and outdoor inventory, building deterministic cookieless audiences with self-exclusion suppression, clearing display, video and DOOH creative with media owners, and staging a costed launch plan for activation once a licence is granted.
Sources
Every campaign we run in Finland is gated on licence, market and age before the bid, with creative and placement checks applied per channel and placement-level evidence in reporting. This brief is a planning summary, not legal advice — confirm the current rules with the regulator before launch.
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