Finland’s new Gambling Act changes who may market gambling and under what conditions. From 1 July 2027, licensed operators can market gambling in Finland within the limits set by Chapter 4 of the Act.
Marketing must remain moderate
The law requires gambling marketing to be moderate in amount, scope, visibility and repetition. Marketing that is particularly attention-grabbing, unusually prominent or excessively repetitive can fall outside the permitted framework.
Permitted channels
The Act lists the channels in which licensed gambling may be marketed. These include the licence holder’s own website and non-interactive social media accounts, television and radio, sports and other public events, print media and equivalent electronic publications, and search engines when the search terms are directly related to the licence holder or its gambling products.
Prohibited marketing methods
Marketing must not present gambling as a desirable solution, encourage excessive play, portray repeated or high-stakes gambling positively, normalize gambling as an everyday necessity, or present gambling as a way to solve financial or life-management problems.
Mandatory information
Gambling marketing must include information on the legal age limit, where consumers can find gambling management tools and help for gambling problems, and information about the licence and supervisory authority. Radio advertising is subject to a limited exception regarding licence and authority information.
Search, content and PR need a compliance layer
SEO, editorial content and PR can support market entry, but gambling promotion must still comply with the new rules. International brands should separate informational market-entry content from consumer-facing gambling promotion and review campaign wording, calls to action and audience targeting before publication.
See also Casino Marketing Finland, SEO & SEM Services Finland and our guide to gambling sponsorship in Finland.
Official sources
Official information: Gambling Act 10/2026, Chapter 4 and the National Police Board guidance on gambling marketing.
Frequently asked questions
When do Finland’s new gambling advertising rules apply?
The new licensed-market advertising framework applies from 1 July 2027.
Must gambling advertising be moderate?
Yes. The Act requires moderation in amount, scope, visibility and repetition.
Can gambling advertising target minors?
No. Marketing may not target minors and minors may not appear in gambling advertising.
Is telephone direct marketing allowed?
No. Telephone direct marketing of gambling is prohibited.