Affiliate marketing will need a different operating model in Finland’s licensed gambling market. Until 30 June 2027, Veikkaus has the exclusive right to market gambling in mainland Finland, and the National Police Board has repeatedly treated affiliate links and promotional content aimed at Finnish consumers as gambling marketing.
From 1 July 2027, licensed operators can market gambling under Chapter 4 of the new Gambling Act. That change does not create an unrestricted affiliate market. Marketing must remain moderate, use permitted channels and comply with detailed content, targeting and disclosure requirements.
Affiliate marketing before July 2027
Before the new licence system opens, consumer-facing affiliate marketing for non-Veikkaus gambling operators should not be targeted at mainland Finland. The authorities assess targeting based on the overall impression, including language, audience, local references and whether the content is designed to bring Finnish consumers to a gambling service.
What changes in the licensed market
From July 2027, the Gambling Act allows licence holders to market their licensed services in specified channels. These include the operator’s own website and non-interactive social-media accounts, television and radio, sporting and other public events, printed media and equivalent electronic publications, certain physical locations and search engines when the search term is directly related to the licence holder or its gambling product.
This means affiliate activity should not be treated as automatically permitted simply because the operator holds a licence. The publisher format, distribution channel, commercial relationship and content all matter. An affiliate or media partner should obtain legal guidance on whether a particular implementation falls within the channels allowed by the Act.
Content rules still apply
Marketing may not present gambling as a solution to financial problems, overstate winning opportunities, normalise gambling as an everyday necessity or target minors or otherwise vulnerable people. Marketing must also carry the information required by the Act, including the age limit, information about gambling-management tools and support services, the operator’s licence and the supervisory authority.
- Work only with operators whose Finnish licence is in force when consumer marketing begins.
- Check whether the publishing channel is one of the channels permitted by the Gambling Act.
- Use clear commercial identification and required licence/responsible-gambling information.
- Avoid promotional mechanics or claims that conflict with sections 51–55 of the Act.
- Maintain a documented review process for Finnish-language and Finland-targeted content.
A safer 2026–2027 preparation model
Before licensed consumer marketing can begin, companies can prepare through market research, corporate communications, localization, technical SEO, publisher relationships and compliance workflows. The distinction is important: preparation for market entry is not the same as directing unlicensed gambling promotion at Finnish consumers.
Continue with our guides to Finland gambling advertising rules, casino marketing in Finland and iGaming localization for Finland.
Affiliate planning should be reviewed alongside the separate rules and risks around influencer marketing and gambling in Finland.
Planning your Finland market entry?
Carnival News supports localization, SEO, PR, content and market-entry communications for companies preparing for Finland’s licensed iGaming market. Send us your target, timeline and service need and we can scope a practical proposal.
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For additional European language markets, see our German-speaking and Swedish-speaking iGaming marketing services.