The Finnish Parliament has approved a government proposal to establish a partial licensing framework for gambling operations. This ends the long-standing monopoly of state-owned Veikkaus Oy, which has been criticised in recent years for technical errors and mismanagement. Finland’s Gambling Act opens online casino games and sports betting to a competitive market, while Veikkaus will continue to monopolise lotteries and several other sectors.
Finnish Parliament Approves Gambling Act Ending Veikkaus Oy’s Monopoly on the Market: Brief Overview
- On Tuesday, December 16, the Finnish parliament passed the Gambling Bill, ending state-owned Veikkaus Oy’s monopoly in the sector. Lawmakers voted in favour of the draft legislation.
- Earlier this month, the opposition party had proposed stricter marketing measures and increasing the legal gambling age from 18 to 20 years. However, lawmakers rejected the suggestions before voting began.
- President Alexander Stubb is expected to sign the bill into law by the end of 2025, and the law will take effect in January 2026. Operators can apply for permits from March 1, and the market will open on July 1, 2027.
Finland’s Parliament Approves Partial Gambling Licensing Model
On December 16, 2025, Finnish lawmakers approved reforms to the gambling bill. The proposed overhaul is part of a broader government initiative to establish a competitive gaming market in the country, thereby ending the state-owned Veikkaus Oy’s monopoly. With the parliament clearing the bill, it is now awaiting the President’s signature. The process is expected to be completed by the end of this month.
Lawmakers approved the draft legislation, paving the way for a market launch on July 1, 2027. The licensing and regulatory process will begin on March 1, 2026. Meanwhile, the National Police Board (NPB), which currently oversees compliance and enforcement, will transfer this responsibility to the National Supervisory Authority, which has yet to be established.
Earlier this week, lawmakers proposed delaying the market launch by six months, citing the lack of manpower at the new oversight agency. Effectively, the market launch was deferred from January 1 to July 1, 2027. During the parliamentary review, the Constitutional Law Committee scrutinised the bill to ensure that the marketing regulations complied with Finland’s constitutional protections for freedom of business and expression.
The Committee had earlier flagged the draft legislation for its vague language on marketing regulations. These observations led to several revisions during subsequent plenary sessions. Under the amended bill, marketing will primarily be reserved for licensed gambling operators. It restricts influencer marketing and ads targeting minors. Promotional campaigns must be moderately visible and cannot portray gambling as part of routine life.
Officials believe that these measures are necessary to regulate online casinos in Finland, emphasise harm prevention, and enforce compliance. Law enforcement agencies have been proactively monitoring remote gambling activities nationwide. In September, the NPB prosecuted influencers for promoting illicit gambling platforms. This action followed reports of a sharp increase in esports and skin betting in June.
Veikkaus Oy Prepares for “Tough Competition”
As operators worldwide prepare to enter the Finnish gambling market, Veikkaus is building a private entity to tackle the competition. The company announced plans to split the business into two legal entities. While one arm will retain exclusive control over land-based casinos, scratch card venues, and lottery operations, the other will compete in the regulated online casino and betting market.
The state-run operator expects significant organisational reforms during the period. Veikkaus anticipates over 30 layoffs, although 22-28 new positions will be created to handle additional responsibilities. Velipekka Nummikoski, the Deputy CEO of Veikkaus, believes that the proposed Gambling Act will help modernise the sector and deter consumers from participating in unregulated gaming activities.
Nummikoski said:
The model we have been awaiting will improve the possibilities to channel gaming into legal offerings. Veikkaus has not, for a long time, had a genuine monopoly on gambling in Finland. According to various estimates, as much as 600–900 million euros is played annually outside the official system.
One significant change to the government’s original proposal is the inclusion of search engine marketing in the list of permitted activities. The Administrative Committee supported the reform, explaining that such campaigns reach individuals who are actively seeking information related to gambling.
The committee, however, rejected the opposition’s call to allow marketing across all digital channels, citing evidence of untargeted campaigns reaching minors and people vulnerable to gambling addiction. They acknowledged the limitations of the Act in preventing offshore gaming activities, emphasising the lack of provisions for payment restrictions, IP blocking, and more.
Officials claim that the need to introduce such measures will be assessed after the law is implemented. With the parliamentary process now concluding, all eyes will be on the successful implementation of the Act. The next few years will bear testament to Finland’s transition to a competitive regulatory framework. Finland’s success could also inspire its neighbour, Norway, to initiate a competitive gambling regime after decades of state monopoly.