In July 2027, Finland will introduce a multi-licence gambling regulatory system. According to forecasts, during its first year of operation the advertising market could reach €100 million, while strict marketing restrictions will be implemented to protect players.
 

Advertising Restrictions Shape Finland’s New Gambling Market

Finland’s expected transition to a licensing system for private gambling operators in July 2027 is projected to boost advertising activity in the country’s media sector. Industry estimates shared at events hosted by Sanoma Media and Marketing Finland suggest that gambling advertising revenue could reach €100 million in the first year, making it the second-largest segment in Finland’s advertising market after retail.

However, this growth will come with strict limitations for licensed operators. The new regulatory framework permits only brand advertising, prohibits the promotion of individual casino games, and allows direct marketing only to users who have provided explicit consent.
 

Advertising Market Forecasts

Anna-Riikka Hovi-Taunila, CEO of Omnicom Media Group Finland, estimates that Finnish media platforms could generate up to €100 million in gambling-related advertising revenue in the first year following the introduction of licensing. These projections were presented at industry events organised by Sanoma Media and Marketing Finland.

According to Helsingin Sanomat, citing data from March 2026, 24 operators had already applied for Finland’s first private B2C gambling licences. This early interest indicates that companies are preparing for a more competitive market following the shift from a monopoly to a licensed system.
 

Marketing Restrictions

Operators will be allowed to promote their brands, but advertising of individual casino games and specific gambling products will be prohibited. Telemarketing will be fully banned, while direct marketing will only be allowed with a player’s prior active consent. Influencer partnerships and podcast collaborations are currently not permitted.

All advertising must include a K-18 age restriction and responsible gambling messaging. Campaigns must not portray gambling as a solution to personal problems or normalise excessive play. Sponsorship will be limited to general brand visibility and will not extend to junior sports or content aimed at minors.
 

Bonus and Sponsorship Regulations

Bonus offers in the licensed market will follow standardised rules. Large deposit-based promotions and tiered VIP programmes will be prohibited, reducing the range of tools operators can use to attract and retain customers.

Under the proposed framework, licensed companies will only be allowed to offer moderate bonuses. All offers must have uniform terms for all users, and wagering requirements cannot exceed five times the bonus amount.
 

Industry Concerns

Some industry leaders have expressed concerns about the scale of advertising activity once the market launches. Christer Fahlstedt, CEO of Åland-based operator Paf, warned about the likely increase in marketing volume and noted that unregulated alternatives could still attract vulnerable players.

Christer Fahlstedt, CEO of Paf, said: “It does not end well. The Finnish public will not welcome the volume of gambling advertising.”

He also highlighted crypto casinos as an external risk and called for a ban on gambling advertising in outdoor media, television, and radio. Meanwhile, Karri Ahonen, Sales Director at Sanoma, said broadcasters are expected to control the placement of gambling ads and added that advertising rates on Finnish TV and radio remain among the lowest in Europe.

 

 

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