Two influencers could be fined €30,000 if they fail to refrain from promoting gambling on social media.
The Finland National Police Board has issued warnings to two social media influencers facing fines for breaching the country’s Lotteries Act by promoting gambling to their followers.
The unnamed influencers could be fined €30,000 ($34,953) for breaking the rules. However, both fines are conditional and will only apply if the individuals continue to breach regulations on gambling advertising.
The National Police Board said both cases related to affiliate gambling content posted by the influencers. This, the board added, was seen to “directly or indirectly market gambling” in Finland, in violation of the Lotteries Act.
Marketing took place outside Finland
Both influencers promoted several grey market brands operating in Finland to viewers outside the market. The content appeared across several platforms including Twitch and Kick’s streaming services.
“The board considers that through their actions related to commercial co-operation, the influencers have increased the visibility of gambling, gambling websites and companies serving as intermediaries for gambling,” the board said.
The influencers have been ordered to remove this content and immediately stop posting further content that promotes gambling. Should they fail to comply, they could be hit with the financial penalties.
Finland has strict rules on gambling advertising. At present, state-owned Veikkaus holds a monopoly on both land-based and online gambling in the country and is therefore the only operator permitted to market its services.
However, Veikkaus still faces restrictions on the type of marketing content it can publish. These include not promoting high-risk games such as slots externally, with no third-party advertising allowed.
Third influencer fined €30,000 for similar breach
Meanwhile, another influencer has been ordered by the National Police Board to pay a conditional fine for failing to forgo from promoting gambling.
The influencer, who again was not named, was initially warned about their behaviour and issued a conditional fine. However, they continued to publish prohibited content on social media and the board handed them a €30,000 fine. The influencer did not appeal the decision within the allotted 30-day period.
This case also related to unlicensed gambling operators. Again, marketing occurred outside the country and appeared on several platforms.
“It seems to be a common misconception that the marketing of gambling in Finland from outside Finland would be allowed,” senior adviser Tomi Sallinen said. “However, this is not the case. Only Veikkaus is allowed to market gambling in mainland Finland.”
All change in Finland
While the Veikkaus monopoly remains the case at present, Finland’s market is set for major change in the coming years. The sector is preparing to transition to a liberalised market by 2027, with Veikkaus’ monopoly set to come to an end.
Operators can apply for licences from early 2026 and suppliers for software provider licences from early 2027. This staggered approach will conclude in 2028, after which operators will only be able to offer games from locally licensed software providers.
