Finland’s Gambling Ad Market Faces Strict Rules as Licensing Race Begins

There are high expectations for growth in the gambling advertising market of Finland due to the planned introduction of the country’s first private B2C licensing program, but the advertising regulations are among the strictest in Europe. At least 24 applications are pending, while media and advertising organizations are gearing up for significant changes as a result of the licensing plans.

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Market Outlook

According to Anna-Riikka Hovi-Taunila, chief executive of Omnicom Media Group Finland, gambling advertising could generate up to €100 million for Finnish media during the first licensing year alone. That would place it as the country’s second-largest advertising category after retail.

It was mentioned in various recent gambling sector events, such as the webinar organized by Sanoma Media B2B in April and the seminar held by Marketing Finland and SPOT Association in March. The growth will be significant due to the scope of the launch itself, yet there are no doubts about the changes on the way.

Tight Advertising Limits

The new Gambling Act sharply restricts how license holders may market their brands. Brand promotions will be allowed; however, promoting specific gambling products or games directly will be prohibited. Marketing is therefore expected to focus on visibility rather than directly advertising gambling products.

Messages for direct marketing can only be sent to customers who have explicitly opted in. Telemarketing is completely banned. Influencer marketing is also prohibited, and commercial content collaborations on podcasts are currently not allowed.

Bonus offers are similarly constrained. Large deposit-matching promotions and tiered VIP benefits will no longer be part of the market. Licensees may only offer moderate bonus money under standardized conditions, with a maximum wagering requirement of 5x and the same terms for all customers.

Sponsorship Rules

Sponsorship is limited to brand visibility, with no promotion of individual games. Furthermore, restrictions have been placed on junior sports and materials meant for minors. Collectively, these restrictions are meant to ensure that gambling advertising remains relatively conservative despite the ability of gaming operators to market their brands.

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For players, the practical effect is likely to be fewer gambling ads and more uniform bonus terms. All advertising must carry K-18 age restrictions and a responsible gambling call to action. Marketing that presents gambling as a solution to problems or suggests a positive image of heavy play is explicitly prohibited.

Industry Concerns

Not everyone sees the opening as straightforward. Christer Fahlstedt, chief executive of Åland-based operator Paf, has been among the most vocal critics of Finland’s transition. He plans to apply for a mainland Finland license and has suggested banning gambling advertising on outdoor media, television, and radio altogether.

Fahlstedt has also cautioned against the increasing popularity of crypto casinos in which vulnerable gamblers may be lured out of the regulated environment. In an interview in February 2026, he stated that gambling advertising would not end well and that Finnish customers would not appreciate the intensity of the advertising.

Media Position

Karri Ahonen, sales director at Sanoma, described the broadcaster’s role as one of oversight rather than simple revenue maximization. He said the company sees itself as controlling which environments gambling operators are allowed to advertise in.

Ahonen also noted that Finnish television and radio inventory is already among the cheapest in Europe, which he said makes a moderate price increase manageable for the market. Sanoma has also confirmed that it will not become a casino operator itself.

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Source: Gambling News