Finland’s National Police Board has reported a sharp increase in enforcement against illegal gambling marketing in 2026, recording four prohibition decisions and six conditional fines, with corporate penalties as high as €1.2 million. The actions target websites, social media and live-streaming content and come before Finland replaces its gambling monopoly with a licensing system in July 2027. The escalation indicates that operators, influencers and affiliates promoting unlicensed gambling to Finnish audiences may face stricter consequences during the transition.
2026 enforcement totals
By mid-2026, the Gambling Administration issued four formal prohibition decisions and six conditional fines linked to violations of the Lotteries Act, according to Next.io. The authority described the totals as higher than in earlier years. Individuals faced possible conditional fines between €30,000 and €200,000, while companies faced amounts between €100,000 and €1.2 million. Next.io reported that the largest company penalty was imposed last month against MagicPoro, an Estonian-licensed operator. In the six cases where fines were actually ordered to be paid this year, every recipient was an individual, with amounts between €20,000 and €100,000.
Digital platforms and a broad definition of marketing
The National Police Board said illegal promotion has grown significantly on digital channels, especially social media and game-streaming broadcasts. It uses a broad definition that includes advertising and any promotional activity meant to boost demand for gambling. According to Esports.net, the orders cover promotions on websites, social channels and streaming services. The board said such activity may be designed to appeal to consumers in mainland Finland and encourage gambling. The published announcements did not identify any esports team, sponsor or affiliate as having been fined.
Conditional fines are compliance tools, not punishment
Juhani Wallinvirta, head of the National Police Board’s Gambling Administration, said conditional fines are used to ensure that illegal marketing stops. A prohibition decision can be issued to a company or an individual and is generally reinforced by a conditional fine. The board only requires payment if a company or individual fails to comply with a prohibition decision within the deadline. Wallinvirta explained that “the purpose of the conditional fine is not to punish illegal activities, but to reinforce compliance with the prohibition decision and to ensure that illegal marketing actually ceases.” He also said unlicensed promotions can push players toward operators that are not allowed to serve Finland, which is why authorities act. The board added that unlicensed operators may lack the player protection measures that licensed companies must provide.
July 2027 shift from monopoly to licences
Currently, only Veikkaus Oy has the right to market gambling games in mainland Finland, Wallinvirta said. The monopoly is scheduled to end when the new Gambling Act comes into force in July 2027. Under the planned framework, companies will be able to apply for licences covering online casino and betting services, and a separate software licence for suppliers will cost €29,000. The police board has received 75 applications for the liberalised market, up from 50 in June, according to iGaming Business. By comparison, Sweden has granted 89 licences even though its population is about twice Finland’s.
Implications for operators and affiliates during transition
The enforcement activity shows that operators without a Finnish licence face real financial risk if they market to Finnish consumers before July 2027. Conditional fines for companies have reached €1.2 million, and the broad definition of marketing means that social media posts, influencer campaigns and livestream promotions can all be captured. The National Police Board said digital marketing reaches a wide audience quickly, so the ban needs a practical mechanism to stop such promotion. Wallinvirta said marketing can “increase awareness of gambling service providers, the availability and demand for gambling games and encourage people to start or continue playing.” The board also noted that online gambling’s accessible nature can be “conducive to the rapid development of gambling-related problems.” A spring survey cited by iGaming Business found that Finnish residents widely viewed payment blocking as the most effective single measure against illegal gambling. That suggests enforcement may remain focused on marketing bans during the transition, while operators and creators prepare for the new licence regime.
