Finland’s gambling ad market set for rapid growth under strict new rules

Finland’s move to open its gambling market to private operators in July 2027 is expected to considerably expand advertising activity, with industry estimates indicating the sector could become one of the country’s largest ad categories despite tight restrictions.

Up to €100 million ($117.29 million) in gambling-related advertising revenue could flow to Finnish media in the first year of licensing, according to Anna-Riikka Hovi-Taunila, CEO of Omnicom Media Group Finland. The projection was discussed at recent events organized by Sanoma Media and Marketing Finland. If realized, it would place gambling behind only retail in the national advertising market.

The anticipated growth comes as 24 operators have already entered the application queue for Finland’s first private B2C gambling licenses, according to a report by Helsingin Sanomat in March 2026.

The expansion is taking shape under a regulatory framework that imposes detailed limits on how companies can promote their services. Operators are permitted to advertise their brands but cannot promote individual casino games or products.

Direct marketing is restricted to players who have actively opted in, while telemarketing is banned. Influencer marketing is not allowed, and podcast collaborations are currently considered impermissible.

Bonus structures will also change. Large deposit-based offers and tiered VIP programs are not permitted. Licensed operators can only offer moderate bonuses under standardized conditions, including a maximum wagering requirement of five times the bonus and identical terms for all customers.

Advertising content is subject to further restrictions. All campaigns must include K-18 age limits and responsible gambling messaging. Marketing cannot present gambling as a solution to personal problems or portray heavy play in a positive light. Sponsorship is limited to brand visibility, with restrictions on individual games, junior sports, and content aimed at minors.

Some industry figures have raised concerns about the potential impact of the transition. Christer Fahlstedt, CEO of Åland-based operator Paf, who plans to apply for a mainland license, warned about the volume of advertising that could follow market opening and highlighted the risk of unregulated alternatives.

“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,” he said in an interview earlier this year. He has also pointed to crypto casinos as a risk for drawing vulnerable players outside the regulated system and has suggested banning outdoor, television, and radio gambling advertising.

Karri Ahonen, Sales Director at Sanoma, said broadcasters are expected to control where gambling ads appear. He noted that Finnish television and radio advertising rates are among the lowest in Europe, making moderate price increases manageable. Sanoma has stated it does not plan to operate as a gambling company.

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,” said Helena Rautio, iGaming Journalist at Kasinohai.

For more information, users can visit Kasinohai.