Gambling is being marketed illegally on various social media platforms and in game streams, and the police are addressing this activity. A particular concern for the police is the marketing of gambling targeted at young people.
In Finland, the supervision of gambling and its marketing is the responsibility of the Gambling Administration of the National Police Board. The National Police Board intervenes in illegal gambling marketing and in the organisation of illegal gambling activities.
The police are especially concerned about minors, to whom gambling is marketed through influencer marketing and social media. For example, viewers of various entertainment games are lured into gambling.
– One of the most common methods of illegal gambling marketing is so-called affiliate marketing. An example of this is game streams where links to gambling sites are shared via chat. The purpose of these links is to attract consumers in mainland Finland to become customers and thereby promote participation in gambling in Finland, explains Senior Advisor Johanna Syväterä from the National Police Board.
The Gaming Police project has also encountered illegal gambling marketing. At regularly organised gaming events for young people, gambling has also been advertised. Police have intervened quickly and forwarded the cases. However, such advertising can be difficult to detect.
– Illegal gambling marketing in social media and game streams is often difficult to recognise. Advertising can be hidden within entertaining content, making it hard for young people to realise that it is in fact marketing, warns Senior Sergeant Pasi Puumala from the Gaming Police project.
The internet is not the “Wild West”
The National Police Board intervenes in illegal gambling marketing. In the mildest cases, it provides guidance to bring activities in line with the law. It can also prohibit illegal marketing, with the prohibition enforceable by a conditional fine of tens of thousands of euros. Gambling offences can also lead to up to two years’ imprisonment. The consequences can therefore be significant.
In mainland Finland, only Veikkaus Oy is allowed to market gambling. Gambling marketing is prohibited regardless of the country from which it originates, if it is directed at consumers in mainland Finland. The National Police Board can intervene even if the marketer resides abroad.
Information at Gaming Police events
Issues related to gambling have raised much discussion at Gaming Police events. Police have engaged with gambling streamers and tried to influence their activities. Participants have been advised to report inappropriate or illegal conduct.
According to the Lotteries Act, marketing includes advertising, indirect advertising, and other sales promotion. For example, using a gambling company’s logo in the advertisement of another product can constitute indirect marketing.
Prohibited marketing includes the use of hashtags referring to a gambling company, displaying the logo of a gambling site, or other similar promotion of gambling. Commercial cooperation with a gambling company can also fall under the definition of marketing in the Lotteries Act.
Reports can be made anonymously
Illegal gambling marketing can be reported anonymously via the police’s online tip service at https://poliisi.fi/nettivinkki, or directly by email to the Gambling Administration of the National Police Board at arpajaishallinto@poliisi.fi.
Observations can also be reported to the Gaming Police officers. They can also provide advice on gambling-related issues and, if necessary, guide you to further support.
More information: Gambling marketing – what is allowed? – Police
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