In March 2025, the Court of Justice of the European Union (CJEU) ruled that all “technical regulations” in national gambling laws must be pre-notified via the EU’s TRIS system, or they’re unenforceable. This injects a new layer of transparency: member states must submit proposed gambling rule changes for at least a three-month review by the European Commission and other member nations. The goal? To avoid hidden barriers to cross-border services and preserve the integrity of the EU single market.
From Veikkaus to Licensing
Finland formally notified its draft Gambling Act to Brussels on November 1, 2024, triggering the TRIS standstill, which concluded in early February 2025. The bill, introduced to Parliament in March 2025, yokes online betting and casino offerings to a new licensing model, retaining Veikkaus’s grip on lotteries, scratchcards, and land‑based gaming
Timeline:
- January 1, 2026: B2C (business‑to‑consumer) license applications open.
- January–July 2026: B2C operations can begin (optimistically by mid‑year, but likely January 2027) .
- 2027–2028: B2B software licensing kicks off; licensed software becomes mandatory .
Finland continues to enforce a strict 18+ minimum gambling age, with comprehensive identity verification across all formats online and offline, ensuring safeguards against underage gambling. This is not the case with many offshore platforms, where thousands of Finns play, and no verification casino gameplay is available.
Consumer Protection Measures
- Mandatory player ID enables self‑exclusion and transaction monitoring .
- Limits on marketing: restricts influencer campaigns, advertising near schools, public promotions of volatile games (slots/casinos).
- Bonus rules: only modest retention bonuses permitted, under tight conditions.
The AML framework and PSP-blocking (payment service provider blocking) against unlicensed operators have been active since 2023. Finland also allows virtual currencies for gambling, subject to FIN‑FSA registration and AML oversight. The Legislative Review Council has raised alarms: with market liberalisation, gambling activity might rise, potentially increasing harm, unless offset by clear preventative measures.
They call for:
- Clarification on treatment capacity and risk‑mitigation strategies.
- Deeper analysis of spending limits, age changes, taxation impact.
With Finland’s shift, all EU countries (except Cyprus and Luxembourg) are now in multi‑licensing regimes, paving the way for competition and enhanced player safety. As Finland aligns with Denmark and Sweden, it hopes to:
- Curb consumer drift to unregulated “grey” markets.
- Boost tax revenues from licensed providers.
- Strike a balance between openness and harm prevention
ALSO READ: Gambling Addiction in Finland: Symptoms and Where to Get Help
What This Means for Finnish Players
- More choices, regulated environment: Licensed international operators entering the market promise broader offerings, but still under Finland’s protections, mandatory ID, marketing limits, player tools. For players looking beyond domestic options, EU casinos in UK provide a regulated and player-friendly alternative within Europe.
- Tighter marketing, fewer gimmicks: Expect fewer flashy ads and bonuses, operators must prioritize retention and wellness over aggressive promotions.
- Stronger AML and payment controls: Grey‑market sites will see restricted access as PSP‑blocking remains in effect.
- Ongoing safeguards and review: Authorities are actively scrutinising potential harm increases, conditions, and support frameworks during and after the transition.
- Watch public consultation: Parliamentary committees are considering amendments; like raising the age to 20 or implementing stricter limits before final approval in autumn 2025
Finland’s proposed 2025 reforms mark a historic pivot from monopoly to licensed diversity. While players can anticipate broader access to regulated gambling options, the shift comes with robust controls and a spotlight on responsible play. The coming months through public consultations and parliamentary scrutiny will shape the final contours of a safer, fairer, and more dynamic Finnish gambling landscape.