With 24 operators already in the application queue for Finland’s first private B2C gambling licenses, as reported by Helsingin Sanomat in March 2026, the country’s media and advertising industries are bracing for a significant structural shift ahead of the July 2027 market opening.
According to Anna-Riikka Hovi-Taunila, CEO of Omnicom Media Group Finland, advertising for the gambling sector could bring in up to €100 million for Finnish media during the first licensing year alone, potentially making it the second-largest advertising category in the country after retail. The projection was discussed at a series of recent industry events, including a Sanoma Media B2B webinar in April and a Marketing Finland & SPOT Association seminar in March.
It comes with a significant caveat: the new Gambling Act imposes some of the strictest advertising constraints in Europe, and operators who misread the rules risk having campaigns suspended by authorities.
What the New Rules Mean in Practice
Operators may advertise their brand but may not directly promote individual casino games or products, shifting their marketing strategy toward long-term visibility-building rather than product promotion. Direct marketing communications may be sent only to players who have explicitly opted in to receive them. Telemarketing is banned entirely. Influencer marketing is prohibited, and commercial content collaborations on podcasts are currently deemed impermissible.
Bonus structures are tightly controlled. Large “deposit X, get Y” offers and tiered VIP benefits are effectively gone. Licensees may only offer moderate bonus money under standardized conditions, with a maximum wagering requirement of 5x and identical terms for all customers.
Sponsorship is limited to brand visibility; individual games may not be promoted, and there are strict restrictions on junior sports and content aimed at minors.
A Warning From Abroad
Not everyone views the opening optimistically. Christer Fahlstedt, CEO of Åland-based operator Paf, has been among the most vocal critics of Finland’s approach to the transition. Intending to apply for a mainland Finland license himself, Fahlstedt has proposed banning outdoor, television, and radio gambling advertising entirely and flagged the growth of crypto casinos as a specific risk for drawing vulnerable players outside the regulated system.
“It doesn’t end well. There is no nation that likes gambling advertising, and the Finnish population won’t appreciate the volume that’s coming,” Fahlstedt told Hufvudstadsbladet in February, 2026.
The Media Perspective
Karri Ahonen, Sales Director at Sanoma, describes the broadcaster’s role as an intermediary, controlling which environments gambling operators are permitted to advertise in, rather than simply maximising revenue. Ahonen notes that Finnish TV and radio inventory is already among the cheapest in Europe, making a moderate price increase manageable for the market. Sanoma has confirmed it will not become a casino operator itself.
What Players Will See
For Finnish players, the practical effect will be fewer visible gambling ads and tighter, more uniform bonus terms. All advertising must carry K-18 age restrictions and a responsible gambling call to action. Marketing that presents gambling as a solution to problems or implies a positive image of heavy play is explicitly prohibited.
“Players don’t switch platforms because a law changes. They switch when the licensed product earns their trust, and that takes time every market has underestimated,” says Helena Rautio, iGaming Journalist at Kasinohai.
For more information, users can visit Kasinohai
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