Finland has traditionally maintained one of the most tightly controlled gambling markets in Europe. Veikkaus, the state-owned monopoly, has long been the only legal operator permitted to offer betting and gaming services to Finnish players. However, a new wave of regulatory reform, finalised in 2025, marks the country’s toughest stance yet on marketing and third-party promotion. The most notable change is a sweeping ban on affiliate marketing in the gambling sector.
This article explains why the regulation came into force, what it means for operators and affiliates, and how the Finnish gambling market might evolve in the years ahead.
Background: Why Finland Is Tightening Gambling Laws
For years, Finland’s gambling industry has stood out as one of Europe’s few remaining monopolies. While most EU countries have liberalised their markets, Finland has doubled down on a state-controlled model designed to protect public health and ensure that gambling profits fund social programs.
Key drivers behind the new regulation include:
- Problem gambling concerns: Public health groups have urged stronger limits on advertising and third-party marketing, claiming affiliates make gambling more visible and harder to regulate.
- EU compliance pressures: The European Commission has been pushing Finland to clarify its gambling legislation in line with EU law, particularly regarding cross-border advertising.
- Digital growth: As online gambling grows, affiliates have become a primary channel for promoting offshore operators to Finnish players, undermining Veikkaus’ monopoly.
Affiliate Marketing Ban: What It Means
At the heart of the new regulation is a complete prohibition of affiliate marketing for gambling operators targeting Finnish consumers. This means websites, influencers, and digital marketers can no longer legally promote or direct traffic to gambling services in exchange for commissions.
The government argues this is a necessary measure to:
- Reduce exposure to gambling advertising.
- Make it harder for offshore casinos to attract Finnish customers.
- Support the monopoly model and protect public funds derived from gambling.
For affiliates, however, this move effectively shuts down an entire revenue stream in Finland. Many affiliate businesses targeting Finnish traffic will need to pivot or risk heavy penalties.
Key Changes Affecting Affiliates Under the New Law
Below is a breakdown of the main regulatory changes that directly impact affiliate marketers and related businesses:
Changes to the Regulation Impacting Affiliates
- Total Ban on Affiliate Promotion: All forms of affiliate marketing related to gambling including pay-per-click, revenue share, or hybrid deals are now prohibited for Finnish audiences.
- Prohibition of Influencer Endorsements: Social media influencers and content creators cannot promote online casinos or gambling services to Finnish consumers.
- Geoblocking Requirements: Affiliates must block Finnish IP addresses from accessing gambling content, even if their main site serves other countries, such as many UK online betting sites.
- Advertising Content Removal: Websites targeting Finland must remove gambling banners, tracking links, or bonus offers that direct Finnish players to operators.
- Heavier Penalties: Fines and legal actions apply not only to operators but also to affiliates who fail to comply with the new rules.
- Stricter Data & Tracking Controls: Use of affiliate tracking codes or cookies directed at Finnish users may be considered a violation.
- Extended Liability: Hosting providers or ad networks can be held accountable if they facilitate gambling marketing toward Finnish players.
These measures make Finland one of the most restrictive jurisdictions in Europe when it comes to gambling promotion.
Implications for Operators and Marketers
The affiliate ban creates a ripple effect across the entire gambling ecosystem. Operators lose a major acquisition channel, while affiliates lose access to one of Europe’s wealthier player markets. Some immediate consequences include:
- Lower Player Acquisition Rates: Without affiliate traffic, offshore operators face higher marketing costs and slower customer growth.
- Shift to Direct Advertising: Operators will need to rely more heavily on direct brand campaigns and SEO strategies not linked to affiliates.
- Potential Market Exit: Smaller affiliates and niche operators may leave the Finnish market entirely due to compliance costs.
- Increased State Oversight: The Finnish authorities gain tighter control over gambling exposure, aligning the market more closely with public health objectives.
The Future of Gambling in Finland
While the affiliate ban is a significant development, it’s not the only reform on the horizon. Finland has hinted at a potential shift toward a licensing model in the next few years, similar to what Sweden implemented in 2019. If this happens, regulated private operators could return — and with them, potentially, a new era of compliant affiliate partnerships.
Until then, affiliates and operators need to:
- Reassess their traffic sources.
- Segregate Finnish audiences from other markets.
- Explore alternative verticals (such as finance or e-commerce) to offset lost gambling revenue.
Conclusion
Finland’s new gambling regulation is a turning point for the country’s gaming industry. By banning affiliate marketing, the Finnish government hopes to reduce gambling-related harm and reinforce its monopoly system. However, this move also disrupts a mature digital marketing ecosystem and forces both operators and affiliates to rethink their strategies.
As the EU and Nordic neighbours watch closely, Finland’s approach may serve as a test case for how far governments can restrict gambling promotion online and whether such measures truly achieve the intended social benefits.