In a decisive move to protect its citizens, especially the youth, from the potential harms of gambling, Finland has introduced stringent regulations targeting gambling advertisements. These measures, part of a broader reform to organise the country’s gambling market, focus on restricting the visibility of gambling promotions near educational institutions and banning influencer-led marketing campaigns.
Shielding the Young
Recognising the vulnerability of minors to gambling influences, the Finnish government has prohibited outdoor advertising of high-risk gambling products, such as online slots and casino games, in proximity to schools. This initiative aims to reduce the exposure of children and teenagers to gambling stimuli during their formative years.
While these advertisements are banned near educational institutions, gambling companies are still permitted to engage in sponsorship deals, allowing their logos to appear on the channels of sponsored parties. This nuanced approach aims to strike a balance between commercial interests and public health concerns. Other regulated markets have faced similar challenges; for instance, British casino sites often rely on sponsorship agreements to maintain brand visibility while complying with strict advertising rules.
Influencer Promotions Under Fire
Yes, there is a notable case involving Finnish influencer Lauri Kangas, known online as “Lateksituppi,” who was found guilty of promoting online casinos on platforms like Twitch and YouTube. Kangas shared links to partner sites advertising gambling services and live-streamed gambling content, actions deemed as indirect marketing of gambling. The National Police Board imposed a conditional fine of €33,000 to enforce the prohibition.
Additionally, Kangas received a 50-day suspended prison sentence and was ordered to forfeit €51,300 in assets earned from his illicit marketing activities. The court determined that his content specifically targeted Finnish audiences, violating the Finnish Lotteries Act, which grants Veikkaus Oy exclusive rights to organise gambling in mainland Finland.
The broader advertising crackdown has also reached big international names, cases such as regulatory action against Ladbrokes’ under‑18 ads demonstrate how regulators across Europe are tightening oversight on youth‑targeted gambling campaigns.
Prominent Finnish content creators like Lakko and Roni Back who previously collaborated with gambling companies, must now reassess promotional tactics to ensure compliance with these stricter rules.
Prominent Finnish Influencers and the Gambling Debate
Several Finnish influencers have previously collaborated with gambling companies, leveraging their substantial online followings. For instance, Lakko, a popular YouTuber known for his gaming and lifestyle content, has engaged in brand collaborations that included gambling promotions. Another example is Roni Back, a Finnish YouTuber and CEO of Backmedia Oy, who has created diverse content ranging from lifestyle and gaming to trending topics. The new regulations compel such influencers to reassess their partnerships and content strategies to comply with the law.
The gambling industry’s response to these regulations has been mixed. While some operators express concerns about the impact of these restrictions on their marketing strategies, others acknowledge the necessity of such measures to promote responsible gambling.