Finland’s crackdown on illegal gambling marketing is now targeting gaming livestreams and social media as key channels. By mid-2026, the Finnish Gambling Administration had issued four prohibition decisions and six conditional fines, totaling €1.2 million in corporate penalties.
This enforcement action is significant for betting companies, influencers, and affiliates using digital platforms to reach Finnish audiences. The cases primarily involve promotions for unauthorized gambling services in mainland Finland, with no fines reported for esports teams, sponsors, or affiliates.
A market preparing to open its doors
Currently, Finland operates a national-monopoly system with Veikkaus Oy as the sole authorized gambling marketer on the mainland. However, this monopoly is set to end in July 2027 when the country opens its gambling market to operators, marking a significant shift in the market’s structure.
The National Police Board has received 75 applications for the liberalized market, up from 50 in June. This transition is crucial for esports organizations and commercial partners as it distinguishes between licensed activities and unauthorized promotions. Unlicensed gambling sponsorships have already faced scrutiny in the esports industry.
The rules reach streams, socials, and websites
The prohibition decisions and conditional fines target promotions distributed through websites, social media, and live-streaming platforms. The National Police Board defines gambling marketing broadly, encompassing advertising and sales-promotion activities aimed at increasing demand for gambling services.
Conditional fines for companies range from €100,000 to €1.2 million, while fines for individuals range from €30,000 to €200,000. These amounts are associated with prohibition orders, with payments collected so far ranging from €20,000 to €100,000 for individuals who failed to comply with bans.
Illegal marketing has notably surged on digital platforms, especially social media and gaming livestreams, where influencers and operators can direct Finnish consumers to unauthorized services. Juhani Wallinvirta, head of group at the National Police Board, emphasizes that conditional fines aim to immediately halt marketing activities and ensure compliance with prohibition decisions rather than punish offenders.
The concern is that gambling marketing goes beyond informing people about options; it can stimulate demand and encourage individuals to start or continue gambling. This highlights the importance of regulating the promotional aspect along with the gambling service itself, especially when campaigns utilize creators’ channels or livestreams.
Esports audiences should be aware that advertising decisions extend beyond operators’ websites. Compliance with gambling advertising regulations is a pressing issue in esports, where influencer promotions and site banners can expose fans to marketing content.
The reported enforcement actions in Finland cover activities up to mid-2026, with the next significant milestone being the planned liberalization of the market in July 2027.