Finland Health Agency Warns on Open Gambling Market

Finland transition to a licensed online gambling market has drawn concern from public health officials who warn the shift may weaken the focus on harm prevention.

Good to Know

• Finland open gambling market launches July 2027
• THL reports 151,000 people classified with gambling problems
• New 2-4-2 guideline introduced to reduce player risk

Finland is preparing to replace its monopoly gambling system with a competitive licensing model, yet the national health authority has raised caution about what that transition could mean for consumers.

The Finnish Institute for Health and Welfare stated that an open market may redirect attention from harm prevention toward gambling revenue. Under legislation approved last year, operators outside the long standing monopoly held by Veikkaus will be able to apply for licences to offer online gambling beginning in July 2027.

According to THL, advertising activity and customer acquisition campaigns are likely to intensify once the licensing framework takes effect. Officials argue that increased marketing exposure could heighten the risk of gambling related harm, particularly as participation rates already show upward movement.

Recent data cited by THL estimates that 151,000 individuals in Finland are currently classified as experiencing gambling problems. That figure represents 4.2 percent of the population.

Research Chief Sari Castrén addressed the broader shift in priorities. She said this will move emphasis from harm prevention towards gambling revenue. Castrén added: “Gambling involves risks and ultimately the house always wins.”

In response, THL introduced a new set of risk guidelines designed to help players control their activity before the market opens. The initiative promotes what it calls the 2-4-2 rule. Participants are encouraged to spend no more than 2 percent of net income on gambling, limit activity to four days per month, and avoid regularly playing more than two types of games.

The model draws inspiration from Canada Lower Risk Gambling Guidelines but was developed through two years of domestic research, including surveys and focus groups tailored to Finnish players.

Castrén described the system as a practical benchmark. She said:

“2-4-2 is everyone’s credit line for managing their own gambling.”

Applications for gambling licences are expected to open in March. However, government authorities have not yet finalized all safer gambling obligations that future license holders must follow, leaving uncertainty about the final regulatory framework.

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