Responsible gambling is built into Finland’s new gambling framework as an operating requirement, not only a marketing message. Licensed operators need systems and processes that protect players and reduce gambling-related harm.
Player protection is part of the licence framework
The Gambling Act is designed to protect players, prevent abuse and reduce economic, social and health-related harm. These principles affect customer controls, marketing, bonuses and ongoing supervisory obligations.
Marketing cannot normalise harmful play
The law restricts marketing that presents gambling as necessary, harmless or a solution to financial or life-management problems. High-frequency, high-stakes and excessive gambling cannot be portrayed positively.
Bonuses require responsible-gambling review
Even where bonus play money is allowed, operators must consider whether the benefit could undermine their duty to protect players from excessive gambling.
Related guides: Advertising Rules 2027, Gambling Bonuses in Finland 2027 and Regulator and Supervision.
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Official source
Source: Finnish Gambling Act 10/2026.