Finland Draws a Line on Gambling Reform Changes

Finnish lawmakers sent a clear message to both regulators and operators this week. Parliament rejected a wide set of proposed changes to the national online gambling bill, keeping the reform on its current track and avoiding added pressure on licensed platforms.

The vote closes the door on tougher age limits, bonus bans, and centralized player controls, at least for now. With the final vote approaching, the framework for Finlands future iGaming market looks far closer to what policymakers originally drafted.

Good to Know

• Lawmakers rejected all proposed amendments in a single parliamentary vote
• Gambling age, bonus rules, and marketing limits remain unchanged
• The online gambling market remains set for a 2027 launch

A Lopsided Vote Clears the Path Forward

Opposition parties brought forward a package of amendments during a parliamentary hearing earlier in the week. Lawmakers reviewed the proposals together rather than individually.

On Wednesday, parliament voted them down by a margin of 153 to 21, with 25 members absent. The bill already cleared review by the Administrative Committee and now heads toward a final vote later in the week.

The result allows the legislation to move ahead without structural revisions that could have reshaped the market for operators.

Proposals That Failed to Gain Support

Several of the rejected measures would have reshaped player access and operator operations.

Opposition lawmakers pushed to raise the minimum gambling age from 18 to 20. Other proposals called for mandatory two factor authentication across all login methods on licensed sites, centralized deposit and loss limits shared across operators, and a full ban on gambling bonuses.

Financial changes also appeared in the amendment package. One proposal aimed to raise the gambling tax rate to 25.5 percent of gross gaming revenue.

None of the measures passed.

Advertising Rules Also Fall Short

Marketing restrictions formed another major front in the amendment push.

Proposals included banning TV and radio advertising for licensed gambling products, while carving out an exemption for Veikkaus, which still operates under a monopoly structure in Finlands iGaming market.

Additional ideas ranged from banning gambling advertising at sports and public events to adding tobacco style warning labels to gambling promotions. Lawmakers also reviewed a proposal to block direct marketing to anyone under 24 and another that would have required the Ministry of the Interior to formally define what qualifies as moderate advertising.

Parliament rejected every marketing related amendment.

Industry Voices Saw the Result Coming

Reaction from compliance professionals showed little surprise.

Antti Koivula, chief compliance officer for ATG Finnish joint venture Hippos ATG, described the outcome as “decisive”. He had previously stated that the amendments were unlikely to pass. Koivula said:

“This outcome surprised absolutely no one.  If anything was surprising, it was how overwhelmingly the proposal was defeated, even within the opposition itself.”

Koivula added that support came mainly from the Greens and the Left Alliance, while other opposition parties stopped short of backing the proposals.

What the Bill Still Brings

If parliament approves the bill in its final vote, Finland will move toward a multi licensing model for online gambling. The regulated market remains scheduled to open in 2027.

Licensing and operator approvals would take up much of 2026 ahead of launch.

Political timing may still play a role. Finland plans to hold national elections in 2027, and some local media reports suggest the January launch window could shift due to elections scheduled for April.

“We shall see what happens in the next governmental term, beginning after the April 2027 elections, if the current opposition parties are back in government,” Koivula said. “Maybe it should be added that it’s unlikely that anything this drastic will be approved in the next governmental term, either.”

FAQ

What did Finnish lawmakers vote on this week?

Parliament reviewed and rejected a package of amendments to the online gambling reform bill.

Did the vote change the gambling age in Finland?

No. The minimum age remains at 18 after lawmakers rejected the proposal to raise it.

Are gambling bonuses still allowed under the bill?

Yes. Parliament voted against a blanket ban on bonuses.

Does the bill still include advertising for licensed operators?

Yes. Proposals to ban TV, radio, and event advertising failed to pass.

When could the regulated online market open?

The current plan targets 2027, with licensing activity expected during 2026.

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