La Finlandia avvia la ristrutturazione del settore del gioco d'azzardo

Finland's Ambitious Gambling Market Overhaul

Finland is shaking up the gambling world, aiming to reform its gambling market by the end of 2026. This transformation will put an end to the monopoly that state-owned Veikkaus has held on the industry for some time.

Saying Goodbye to Veikkaus' Monopoly

According to the new bill, Veikkaus will cease to exist by the end of 2026 and be replaced by a licensing-based model. This shift comes after numerous debates about Finland's gambling future.

Many Finnish players already frequent offshore websites, which aren't registered in the country, resulting in a significant amount of tax money being lost abroad. Furthermore, playing on these unregulated sites puts Finnish players at risk of gambling addiction.

The government hopes this regulated industry will help prevent gambling-related harm and generate additional revenue for the state. However, health experts caution that these changes won't necessarily reduce gambling-related harm.

A New Era for Gambling in Finland

The new regulatory framework aims to create a consumer-friendly gambling environment by introducing strict advertising rules. For instance, advertising by popular influencers and personalities will be prohibited, similar to measures taken in other jurisdictions like the Netherlands.

Physical advertising of high-risk gambling products will also be restricted as Finland works to protect consumers. The new industry will also feature a clear monthly deposit limit for players, though there won't be explicit monitoring of losses.

Veikkaus' Role in the New Landscape

Veikkaus will remain active in the market but will no longer have a monopoly. The company will still be the sole provider of scratch cards and lottery tickets.

The Countdown to a New Beginning

The reforms are pending final approval from lawmakers, but the basic idea is simple - break the monopoly held by Veikkaus and encourage numerous other gambling firms that meet specific criteria to enter the market.

Finland's gambling market is undergoing a significant change, moving from a monopoly model to a partial licensing system similar to Sweden's, but with its unique touches. This transition involves opening the market to private operators, strengthening consumer protection, and ensuring responsible gambling practices are in place.

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Finland's Transition to a Partial Licensing System:

Finland is going through major revamps in its gambling regulations, transitioning from a monopoly model to a partial licensing system largely inspired by Sweden's framework but with its own distinctive features. Here's a brief overview of the timeline, changes for Veikkaus, and consumer protection measures:

Licensing Application and Market Opening Timeline

Finland plans to introduce a partial licensing system covering betting, online casino games, electronic bingo, and online slots under a regulated licensing framework. This reform is currently under parliamentary review and is expected to take effect on January 1, 2026. Licensed operators would be able to launch from the beginning of 2027.
In this system, operators will obtain a single license that covers all gambling activities, eliminating the need for separate licenses for betting and digital casino operations.

Impact on Veikkaus (The State Monopoly)

Veikkaus, Finland’s state gambling monopoly, will continue to operate but will now compete alongside private licensed operators in the market starting in 2027.
Veikkaus is actively preparing for competition by upgrading its technology infrastructure and recruiting industry talent, signaling a strategic shift from monopoly to competitive operator.
Despite liberalization, Veikkaus is expected to maintain a significant market presence due to its deeply-rooted position and capabilities, with insiders believing that “Veikkaus won't fail” amid market changes.

Consumer Protection and Responsible Gambling Measures

Finland's regulatory reform framework prioritizes player protection standards similar to Sweden's, focusing on fairness, data protection, and preventing gambling-related harm.
The reform maintains stringent rules such as only allowing players aged 18+ and requiring licensed operators to meet strict controls on fairness, anti-money laundering, and security. This regulatory environment has historically fostered a high-trust market for consumers.
A controversial element of the reform is a proposed ban on affiliate marketing, which the government argues could blur the lines between licensed and illegal operators and lead to irregularities in marketing information. However, critics caution that this ban might undermine efforts to channel players to legal sites and reduce the effectiveness of consumer protection.
Finland faces challenges similar to Sweden in combating the black market for gambling. Experts caution that Finland's enforcement tools may not be adequate to fully address illegal operators and that the reforms may not fully resolve black market issues.
The reform aims to control gambling harms by regulating marketing practices, ensuring transparency, and keeping unlicensed operators at bay, but some gaps remain as Finland balances liberalization with harm prevention.

Il nuovo disegno di legge mira a porre fine al monopolio di Veikkaus sull'industria del gioco d'azzardo in Finlandia entro la fine del 2026, sostituendolo con un modello basato su licenze.
Molti giocatori finlandesi attualmente giocano su siti offshore, che sono non regolamentati e li espongono al rischio di dipendenza dal gioco, con la conseguente perdita di significative entrate fiscali.
Il governo spera che un'industria regolamentata possa aiutare a prevenire i danni legati al gioco d'azzardo e generare ulteriore entrata per lo stato, ma gli esperti della salute mettono in guardia sul fatto che questi cambiamenti potrebbero non ridurre necessariamente i danni legati al gioco d'azzardo.
Il nuovo quadro normativo mira a creare un ambiente di gioco amico del consumatore introducendo severe regole pubblicitarie, come il divieto di pubblicità da parte di influencer e personalità popolari.
La pubblicità fisica di prodotti da gioco ad alto rischio sarà inoltre limitata, mentre la Finlandia lavora per proteggere i consumatori, e ci sarà un chiaro limite mensile di deposito per i giocatori.
Nonostante Veikkaus non abbia più il monopolio, la società rimarrà attiva sul mercato e continuerà ad essere l'unico fornitore di gratta e vinci e biglietti della lotteria.
Le riforme sono in attesa dell'approvazione finale dei legislatori e comportano l'apertura del mercato agli operatori privati, il rafforzamento della protezione del consumatore e l'assicurazione della messa in atto di pratiche di gioco responsabile.
Il mercato del gioco della Finlandia passerà da un modello di monopolio a un sistema parziale di licenze simile a quello della Svezia, ma con le proprie peculiarità, e questo processo potrebbe entrare in vigore il 1° gennaio 2026.