Finland has published a new Gambling Act that will open its iGaming market to licensed competition. The change will end the country’s long-running monopoly system.

The president signed the legislation on January 16, 2026. It sets out a phased transition to a regulated multi-operator market starting July 1, 2027.

The reform marks a major policy shift for Finland, where online gambling has historically been run exclusively by state-owned Veikkaus Oy. The new licensing system prioritizes consumer protection, channelization, and regulatory oversight.

What the New Law Means

Under the new Gambling Act, Finland will replace parts of its historic monopoly system with a controlled licensing regime. Veikkaus Oy will retain exclusive rights to lotteries, scratch cards, and land-based casino gaming, while most online gambling products will enter a competitive, licensed market.

Veikkaus Oy will maintain its monopoly in select categories. It may also participate in competitive segments through a license under the new framework.

Why Finland Introduced the Reform

Finnish authorities have acknowledged that the monopoly model no longer reflects how online gambling is consumed. A growing number of players already use offshore websites that operate outside Finnish supervision. This reflects a wider trend of illegal gambling in the EU.

The reform aims to reduce gambling-related harm and improve channelization. The goal is to steer players toward licensed operators that must comply with Finnish law on player safety, marketing, and technical standards.

New Regulator and Licensing Framework

The Ministry of the Interior submitted the proposed Gambling Act to Parliament in March 2025. The government adopted the legislation on December 16, 2025, and the president approved the act on January 16, 2026.

The Gambling Act introduces a staged rollout, giving regulators and businesses time to prepare.

• March 1, 2026 – Applications open for gambling licenses
• July 1, 2027 – Competitive gambling market launches
• July 1, 2028 – Mandatory use of licensed gambling software

Companies can apply to the National Police Board for licenses from March 1, 2026. Licensed operators can offer their services from the official market launch on July 1, 2027. Until that date, Veikkaus Oy retains monopoly rights on the provision of gambling products.

From July 1, 2027, licensing and supervision will be handled by the newly created Finnish Supervisory Authority. The regulator will oversee license applications, compliance monitoring, and enforcement.

Separate licenses will apply to gambling software providers. The Finnish Supervisory Authority will begin accepting applications from July 1, 2027. From July 1, 2028, operators may only use software supplied by companies holding a Finnish license.

Fees and Taxation

The reform also sets the taxation framework for commercial gambling. Operators will face a gross gaming revenue (GGR) tax of 22%, up from the current 12%. Licensed companies offering gambling services in Finland will also be liable to pay corporate tax. Additional licensing and supervisory fees apply:

• €29,000 – Cost of an exclusive or competitive gambling license
• €1,120 – Fee for alterations to existing licenses
• €4,000 – €400,000 – Annual supervisory fee, depending on turnover

Player taxation will also change. In the future, winnings from unlicensed operators offering gambling to Finnish players, even if based in another EU/EEA Member State, will be taxable. This provision is likely to encourage players to choose licensed operators.

Player Protection Is Central to the New Law

Responsible gambling measures are embedded in the new framework. Licensed operators will be required to verify a player’s identity for all forms of gambling. Players must set personal daily and monthly deposit limits, although a maximum deposit cap has not yet been implemented.

Operators must also provide tools that help players monitor their gambling behavior, including access to records of funds and transactions over the previous year.

Players must be able to self-exclude from a single platform, and from specific game titles and categories. The new regime will also establish a national self-exclusion register, allowing individuals to exclude themselves from all licensed gambling sites in Finland.

Advertising Rules and Restrictions

Finnish authorities have been clear that marketing rules will remain tight, with a strong focus on limiting exposure and protecting vulnerable people. Restrictions on targeting, content, and placement mirror the country’s traditionally cautious stance on gambling promotion.

Gambling advertisements must include the legal age (18+), responsible play messages, and information on where to get professional help with problem gambling.

Direct marketing is permitted only with the individual’s express permission. Operators may advertise on their own social media channels, but influencer marketing is banned.

What Comes Next for Finland’s iGaming Market

Finland’s reform follows a broader European trend away from monopoly systems that struggle to regulate online gambling effectively. The new model is designed to increase channelization by bringing existing activity under effective regulation. GGR is expected to rise to €1.5 billion by 2029, thanks to increased competition and player trust.

As the application window opens in March 2026, attention will turn to how many operators seek entry to Finland’s competitive gambling market. B2B software providers also know their regulatory path and can begin aligning their products with Finnish standards.

For players, the new system will offer a greater choice of operators without relying on unlicensed offshore sites. They will also benefit from advanced consumer protection through local regulation. Finland’s iGaming market is entering a new chapter, defined by regulated competition, oversight, and accountability.