Finland is taking a pivotal step in its gambling regulation by proposing a move away from its monopoly system towards a multi-licensing framework for online gambling. This shift aligns the country with other EU nations that have already adopted licensing frameworks. As the last EU member to maintain a monopoly, Finland’s new proposal marks significant progress toward a more competitive and regulated online gambling market.
The European Gaming and Betting Association (EGBA) has welcomed this long-anticipated change. Maarten Haijer, EGBA Secretary General, expressed strong support for the proposed legislation. He emphasized, “Experience shows that a monopoly doesn’t work in the online world, and consumers are best served and protected in a well-regulated but competitive environment, where safety tools such as deposit limits and self-exclusion are made available to players.”
While the proposed changes are a step in the right direction, certain aspects need fine-tuning. Haijer raised concerns about the ban on affiliate marketing and social media advertising. These platforms, he argued, play a crucial role in directing consumers to licensed operators. “Without them, players will drift to black market websites that don’t follow Finnish regulations or prioritise consumer safety,” he added.
Concerns Over Marketing and Bonuses
Another issue highlighted by Haijer is the blanket ban on bonuses. He warned that prohibiting bonuses entirely could make regulated operators less competitive compared to unlicensed ones. This could push consumers towards illegal gambling sites, defeating the purpose of the legislation. “Instead of banning bonuses outright, implement guidelines for their responsible use,” he suggested, advocating for clear rules to balance competitiveness with consumer protection.
The EGBA has offered its expertise to help Finland refine its proposed framework, suggesting that incorporating affiliates and responsible advertising could enhance player protection while keeping the market competitive.
With these adjustments, Finland could successfully transition from its monopoly to a regulated, multi-license system, much like Denmark and Sweden did. Denmark’s 2012 shift led to a 90% improvement in online channelisation, and Sweden has seen similar results. By refining marketing and bonus rules, Finland can achieve its goal of creating a safer, more competitive online gambling environment.
The post Finland’s Gambling Reform Welcomed by EGBA, Calls for Key Adjustments appeared first on iGaming.org.