EGBA chief warns Finland’s proposed marketing restrictions “might backfire”
Maarten Haijer suggests aspects of the draft licensing model “require some fine-tuning" ahead of the market’s scheduled 2027 launch
European Gaming and Betting Association (EGBA) secretary general Maarten Haijer has warned that parts of Finland’s newly proposed multi-licensed gambling model will need reworking before the regulated market goes live in 2027.
The Finnish Supervisory Agency is due to submit its finished proposal for a newly regulated market to the Finnish government by spring 2025.
Prospective operators will then be able to apply for a licence from the start of 2026.
While throwing EGBA’s support behind Finland axing its monopoly model controlled by Veikkaus, Haijer highlighted key areas of the new proposal which may require changing.
First is the proposed ban on affiliate marketing and social media advertising, which Haijer argued “might backfire” and push players towards illegal operators.
He said: “These channels play a key role in guiding consumers to licensed, regulated platforms. Without them, players will drift to black-market websites that don’t follow Finnish regulations or prioritise consumer safety.”
Secondly, Haijer flagged the proposed blanket ban on bonuses as a cause for concern.
“While we support setting boundaries on bonusing, a complete prohibition will simply make any newly licensed operators less competitive against unlicensed ones,” he explained.
“This risks pushing players towards unregulated sites, undermining the very consumer protections the legislation aims to establish and strengthen.”
As an alternative to both proposals, Haijer suggests integrating affiliates into the regulatory framework, while setting out a clear set of guidelines for social media advertising.
Furthermore, Haijer calls for clear rules on how bonuses can be offered and used, as opposed to banning them altogether, such as preventing players exhibiting concerning gambling behaviour from signing up to any bonus offers.
These changes, according to Haijer, would be the perfect way of “striking a balance between market competitiveness and robust consumer protection”.
He continued: “Transitioning to a licensed market is no small feat, but it’s one that ultimately benefits everyone involved.
“At EGBA we are ready to share our expertise and support Finland in creating a well-regulated, competitive and safe online gambling market.
“Finland stands at a pivotal moment in the history of its gambling regulation. By crafting a successful online gambling framework, Finland, like its neighbours Denmark and Sweden, can successfully transition from its monopoly to a well-functioning licensing system.”
The draft law would see fixed-odds products, pari-mutuel betting, online casino and bingo permitted under the licensed system, with operators taxed at 22% of gross gambling revenue.
Earlier this week, Veikkaus announced it had entered into contract negotiations with up to 620 members of staff as it steps up its preparations for the newly regulated market.