The National Police Board has taken aggressive measures to closely monitor gambling marketing operations as the World Rally Championship (WRC) event begins in Finland. The Board is prepared to oversee compliance as the event progresses and anticipates potential attempts by gambling service providers outside the Finnish system to capitalize on the event for marketing purposes.
With certain gambling service providers holding exclusive rights, the National Police Board considers the potential of other businesses exploiting the event for promotional purposes. As a result, the Board has collaborated with event organizers to launch a diligent surveillance effort. Communication of the campaign to teams, drivers, and side event organizers is a critical component of this endeavor. The major goal is to avoid any illegal marketing of gaming services during the event.
Veikkaus Oy, the sole provider of gaming services on the Finnish mainland, adheres to the country’s rigorous gambling legislation. This exclusivity is intended to prevent possible gambling misuse, criminal behavior, and other societal consequences. The ultimate objective is to reduce the negative economic, social, and health consequences of gambling involvement.
The National Police Board’s Senior Adviser Johanna Syväterä stressed the need of taking quick corrective action if any marketing material violates the Finnish Lotteries Act. Non-compliant trademarks or branding from foreign gambling service providers must be removed or obscured to keep them out of sight of spectators. Such marketing efforts might include rally routes, competitor costumes, fan merchandising, video displays, and promotional materials.
The appeal of sponsorship, according to Syväterä, is a powerful marketing route for gambling service providers. Sponsorship provides visibility to a specific population with a keen interest in sports betting. Positive connections between sponsored athletes or sporting events and the brand might result in significant benefits for gambling operators.
The Finnish gaming system places an emphasis on damage mitigation and prevention. Despite these aims, a sizable section of the Finnish people and their associates continue to face serious financial, social, and health-related concerns as a result of gambling-related issues. According to a recent assessment by the Finnish Competition and Consumer Authority, problematic gambling is even more common outside of the exclusive rights system, garnering large sums of money from gamblers.
The National Police Board has the jurisdiction to levy administrative fines for willful breaches of gambling marketing prohibitions. These fines are based on net sales or taxable revenue and can vary from EUR 500 to a maximum of EUR 5 million for enterprises and EUR 500 to a maximum of EUR 40,000 for individuals. Senior Adviser Johanna Syväterä stressed the Board’s proactive approach, trying to prevent illegal marketing before it occurs. If required, prompt intervention remains a possibility.
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