With strict advertising restrictions included in the draft bill, Finland is moving forward with plans to reform its gambling laws and establish an open license market by 2027.
Since September, the country’s parliament has given the Administration Committee the task of improving the Gambling Bill after the Constitutional Committee concluded earlier that some of its provisions were too ambiguous for such a big change.
Tougher regulations on how licensed gambling operators can advertise once the market opens have been pushed for by opposition parties, especially The Greens and Left Alliance.
In order to draw attention to potential risks to consumers, proposals call for mandatory health warnings in gambling advertising, akin to those found on tobacco products.
In order to effectively prevent gambling companies from supporting sports teams and competitions, the Administration Committee has also called for a ban on TV and radio advertisements as well as marketing connected to public events and sports.
Key Proposals on Ads, Tax, and Player Protections
The notion of ‘moderate’ marketing, which the Constitutional Committee previously identified as ambiguous, has been one of the main points of contention.
The Administration Committee now suggests granting Finland’s Ministry of the Interior the power to determine what, in reality, constitutes moderate gambling advertising.
Additionally, opposition parties continue to call for a complete ban on bonuses and welcome offers, which operators claim would make licensed brands less competitive with unlicensed offshore sites.
The Administration Committee has recommended more comprehensive structural measures for the future market in addition to advertising.
It suggests that Finland’s gambling tax rate be set at 25.5%, above Brazil’s 18% rate but below France’s 59.3% sports betting tax, and in line with the UK’s 25% General Betting Duty starting in 2027.
In order to prevent money laundering and safeguard players, the committee also suggests a minimum gambling age of 20, requiring two-factor authentication at login, and applying deposit and loss caps to all licensed operators.
Under the current plan, Finland intends to establish a multi-licence online betting market by 2027 while maintaining control over land-based casino games and the National Lottery through state-owned Veikkaus.
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