Finland’s long-running gambling monopoly is set to give way to a partially competitive system after parliament approved a comprehensive overhaul of the country’s gambling legislation. Lawmakers voted decisively in favour of the reform package, bringing years of debate and legislative work to a close and setting a clear timeline for licensing and market entry.
The vote marked the final parliamentary step for the new Gambling Act, which restructures Finland’s online gambling framework and ends Veikkaus’ exclusive position in several verticals. The bill now proceeds to presidential approval, which is expected before the end of the year.
Parliamentary vote confirms shift away from monopoly model
Members of parliament approved the amended gambling reform bill? on Tuesday with overwhelming support. The legislation passed by a margin of 158 votes in favour and nine against, following review by the Administrative Committee. Earlier proposals from opposition parties to tighten marketing rules further and raise the legal gambling age from 18 to 20 did not secure majority backing and were rejected in the final stages of deliberation.
The reform represents the most significant change to Finland’s gambling system in decades. Market liberalisation was first proposed in July 2024, with the Ministry of the Interior preparing the initial bill. After a public consultation phase that drew responses from a wide range of stakeholders, the proposal was formally introduced to parliament in March 2025.
“The aim of the bill has been to find a regulatory solution in which the regulation combating gambling harms would be balanced with the fact that gambling companies want to apply for a licence and that online gambling would be directed to a regulated gaming offering,” Minister of the Interior Mari Rantanen said during the bill’s first passing through parliament.
Although lawmakers broadly agreed on the need for reform, the parliamentary process took longer than initially expected. Administrative Committee revisions and constitutional considerations delayed the timetable, pushing the operational launch of the new market back by several months.
“The delay in the parliamentary process was primarily due to a few potential constitutional issues and disagreements over the timetable for the law’s implementation,” Vähänen wrote in a Tuesday blog.
“There was no significant political debate over the need to change the gambling system, but the parties’ views on the emphasis on responsible gambling and on business opportunities differed as expected.”
Licensing framework and implementation timeline set
Under the approved law, the new regulatory framework will take effect in January 2026. Gambling operators will be able to submit licence applications starting on 1 March 2026, with licensed operations commencing on 1 July 2027.
The reform removes Veikkaus’ exclusive rights in betting, online slot machines, and online casino games, while preserving its monopoly over lottery products, scratch cards, and land-based slot machines and casino games. Veikkaus will need to apply for licences for both its exclusive and competitive activities under the new system.
Supervisory responsibility for gambling will transfer from the National Police Board to a newly established Licensing and Supervisory Authority. Licensees will be required to ensure that their offerings minimise gambling-related harm, while marketing will be permitted only within defined limits.
Lawmakers placed particular focus on advertising rules during the committee stage. The final framework restricts most promotional activity to operators’ own channels, introduces an explicit ban on influencer marketing, and prohibits advertising that targets or is likely to reach minors. Search engine marketing remains permitted, reflecting the view that such advertising reaches consumers actively seeking gambling-related information.
The law does not introduce payment blocking or network-level restrictions at this stage, though lawmakers mandated close monitoring of channeling effectiveness and reserved the option to introduce additional enforcement measures if unlicensed gambling persists.
Operators prepare as competition approaches
Despite the drawn-out legislative process, operators have been preparing for Finland’s market opening behind the scenes. Veikkaus has already taken steps to position itself for competition, including building a private business unit and investing in technology and personnel.
Industry participants have generally expressed cautious optimism about the reform, while noting that clarity on timelines remains critical for investment planning. As the market moves toward implementation, attention will shift from legislative debate to execution, enforcement, and the practical impact of the new regulatory structure.
With parliamentary approval secured and presidential assent pending, Finland now enters the final phase of transition toward a licence-based gambling system. The coming years will determine how effectively the new framework balances consumer protection, regulatory oversight, and commercial participation as the country moves beyond its monopoly-era model.
Source:
Finland iGaming bill passes final hurdle in parliament, law to take effect in January, igamingbusiness.com, December 16, 2025
