The Finnish government has submitted a bill to Parliament that would end Veikkaus’ exclusive rights to online betting and digital casino games, replacing the current monopoly system with a licensing model scheduled to begin in January 2027. Under the new framework, private operators would be able to apply for licences to offer online sports betting and casino games, aligning Finland’s system more closely with those already implemented in countries such as Sweden and Denmark.
Veikkaus would retain exclusive rights over lottery draws, scratch cards and land-based operations, including physical slot machines and casinos. Mandatory identity verification and age restrictions would remain in place across all gambling services.
Consumer Protection and Market Competition
The move follows a parliamentary debate held in February, during which Prime Minister Petteri Orpo’s government confirmed plans to dissolve the monopoly and shift to a competitive market structure. The reform is largely aimed at increasing the channelisation rate – guiding consumers towards legal, regulated operators and reducing gambling-related harm.
A new licensing and supervisory body is set to be established in 2026 and will assume full regulatory control from the National Police Board by 2027. Finland’s new regulator will be responsible for enforcing advertising restrictions, reviewing technical standards and overseeing compliance and harm prevention.
Changes in Advertising and State Revenue
Further, the bill includes a ban on influencer marketing and prohibits the outdoor promotion of high-risk games such as online slots. Operators will be allowed to promote services via their own websites and social media platforms under strict guidelines.
The reform also introduces unified self-exclusion, financial limits and real-time loss tracking across all licensed operators. State revenue will be collected through corporate taxes and licence fees, with Veikkaus continuing to provide dividends to the state and apply for exclusive rights to the products it retains. Licences for private operators could be issued from early 2026, pending parliamentary approval of the bill.
