One in Three Finns Back Payment Blocks as Gambling Reform Debate Intensates

A new survey suggests Finns are more comfortable cutting off money flows to illegal gambling operators than relying on technical censorship measures as the country prepares for the biggest gambling policy shift in decades.

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The poll, commissioned by Turtlebet and carried out by research firm Bilendi in April, surveyed 1,000 people across Finland between the ages of 18 and 65. It arrives at a delicate moment for the government’s gambling overhaul, with lawmakers trying to dismantle the long-standing monopoly held by Veikkaus without losing control of the market to offshore sites.

Among the clearest findings was public support for payment blocking. Thirty-two percent of respondents viewed restrictions on payments to unlicensed gambling operators as the most effective way to curb illegal gambling activity. That placed it ahead of improving the attractiveness of licensed domestic gambling products, which drew support from 26% of participants.

Financial Restrictions Gain More Support Than IP Blocking

Far fewer respondents appeared convinced by internet blocking measures. Only 11% backed IP blocking as the best solution, while nearly a third said they were unsure which approach would work at all.

The numbers reflect a wider European pattern where governments have struggled to contain offshore gambling traffic through technical restrictions alone. In Finland’s case, the issue has become politically unavoidable as more players migrate to overseas websites despite the state monopoly remaining in place.

Finland Moves Toward a Licensed Market

The reform package now moving through Finland’s political system is intended to change that. From 2026, private gambling operators will be able to apply for Finnish licences ahead of a regulated market opening scheduled for July 2027. The transition would effectively end Veikkaus’ exclusive control over online gambling.

Public understanding of those changes, though, appears uneven.

Roughly two-thirds of respondents said they were aware that Finland’s gambling laws are about to change. Awareness was significantly stronger among men, at 80%, compared with 54% among women. Older respondents also appeared more familiar with the reforms than younger adults.

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Uncertainty Around Why Players Choose Foreign Sites

The survey hinted at another complication facing regulators: many consumers still do not seem convinced that foreign operators are winning market share primarily because of aggressive promotions.

Only 30% of respondents agreed that better bonuses and offers from offshore gambling sites are a major reason people use them. A larger share rejected the idea outright, while almost as many said they were uncertain.

That divide became sharper across demographic lines. Men and higher-income respondents were noticeably more likely to believe bonuses influence consumer behaviour, while women tended to dismiss the argument. Younger adults, meanwhile, showed the highest levels of uncertainty across several categories in the survey.

The idea of publicly blacklisting illegal gambling websites also produced a lukewarm response. More respondents believed a blacklist would fail to deter players than believed it would work. Younger respondents were somewhat more optimistic about its potential impact, though support still remained limited overall.

Finland Reflects a Wider European Trend

Finland’s Interior Minister Mari Rantanen has previously framed the licensing reform as an attempt to balance consumer protection with market realities. The government’s position has increasingly centred on the idea that Finnish players are already gambling on foreign sites in large numbers and that regulation should focus on steering that activity into a supervised system rather than trying to eliminate it entirely.

That debate is no longer unique to Finland. Across Europe, monopoly-based gambling systems have faced mounting pressure from digital operators capable of reaching consumers regardless of national restrictions. Payment blocking has consequently emerged as one of the few enforcement tools regulators believe can directly disrupt offshore operators without resorting to broader internet controls.

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The Finnish survey suggests a sizable share of the public may now agree.