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Rahapelien markkinointi EN
Marketing of gambling
Finland’s gambling system is undergoing reform. Please note that the content of this page is partly based on old legislation and is valid until 30 June 2027. The content will be updated as the effective date of the new legislation approaches.
What is marketing?
The marketing of gambling is broadly defined. The definition of marketing given in the Lotteries Act comprises three main elements
- advertising
- indirect advertising
- other sales promotion activities.
The definition of marketing covers all marketing activities that aim to raise demand for gambling services, improve the visibility of the provider of the gambling service, or affect the image of the provider.
Marketing includes advertising in traditional media channels such as radio, TV, outdoor and direct advertising as well as advertising on the internet, by email messages and on social media. This means marketing is not limited to any specific marketing method, medium or channel.
Marketing may also include:
- distributing various promotional items and brochures,
- providing pricelists and other product information,
- publishing a text written in the form of an article,
- promotional lotteries,
- product brochures and samples and
- various discounts or benefits directly related to gambling such as bonus offers and free games.
Gambling can also be marketed through means of indirect advertising. For example, the use of a gambling company or gambling logo in advertising another product may constitute indirect advertising. A game’s nickname, image or recognisable background music may also convey images of the game or gambling company.
The product names of some gambling games also refer to the common name of the game. These include lotto, keno, poker and several table top games. If the name or type of game is used for other than marketing communications, it is generally not considered marketing of gambling.
Currently, only Veikkaus is allowed to market gambling
Until 30 June 2027, the only operator permitted to provide gambling services in Finland is a company called Veikkaus Oy. Veikkaus Oy is allowed to market itself and its gambling services as long as this does not promote gambling that results in economic, social and health issues. Lisäksi markkinoinnin tulee pyrkiä ohjaamaan kysyntää lainmukaiseen rahapelitoimintaan.
Marketing communications must be recognisable as marketing and must clearly indicate that the marketing has been carried out by Veikkaus Oy. For example, grocery stores, kiosks or restaurants have no independent right to market gambling services even where they have an agent agreement with Veikkaus Oy. The marketing of gambling services is also subject to other restrictions that aim to reduce gambling-related harm.
The National Police Board is tasked with overseeing that Veikkaus Oy's marketing complies with the provisions of the Lotteries Act and the Consumer Protection Act. The National Police Board has the authority to ban the marketing of gambling services if gambling is marketed contrary to the Lotteries Act. To reinforce the ban, the National Police Board may impose a conditional fine. Marketing that violates the Lotteries Act may also result in a penalty payment.
The National Police Board’s policies on the marketing of gambling (2024) are a key part of the supervision of such marketing. The guidelines contain information relevant to gambling companies and other operators on the regulations concerning the marketing of gambling services and the National Police Board's interpretations of them. This collection of interpretations helps Veikkaus Oy, in particular, and the parties implementing its marketing to act in accordance with the law.
Restrictions on Veikkaus Oy’s marketing
Marketing must not
- target minors,
- paint a negative picture of not gambling at all or moderate gambling,
- glamorise gambling,
- present gambling as a solution to problems,
- paint a positive picture of gambling,
- make gambling commonplace,
- overemphasise the odds of winning,
- exploit ignorance of gambling,
- offer bonuses,
- offer another game of chance during the selection, purchase or redemption of a game,
- offer any other arbitrary benefit in connection with gambling or invite players to fund a charitable activity by gambling,
- be targeted at a person who has been banned from all gambling or at a person blocked from playing a game and,
- additionally, all Veikkaus Oy's marketing must include information on the age limit for gambling, where to find information about gambling management tools and organisations offering help with gambling problems.
Veikkaus Oy may not market casino games, online lottery tickets, electronically implemented lottery games (e.g. eBingo) and slot machine games outside of their designated gaming locations, i.e. casinos, gaming arcades and the online service behind the login. Elsewhere, only location information may be provided about these games.
Rahapelien markkinointi - haitari EN
Veikkaus Oy is allowed to market all other games except casino games, online scratch cards, electronically provided lottery games, and slot machine games. The aforementioned games, however, can be marketed in the gaming establishments such as casinos, game rooms, and online services.
Elsewhere, only game establishment information can be given about the games in question. The game establishments cannot be marketed but it is allowed to tell their location. The game establishment information must not be given in an experiential way, but it should be provided moderately in terms of its appearance and soundscape.
Veikkaus Oy’s marketing must not
- glorify gambling
- present gambling services as a solution to problems
- depict gambling as something positive or commonplace
- overemphasise the chance of winning
- take advantage of people’s ignorance about gambling
- offer bonuses
- offer another gambling service when selecting, purchasing or claiming a game
- offer some other random advantage in connection with the gambling service, or encourage to support activities of general interest by gambling.
Veikkaus Oy is not allowed to market to minors or use minors in its marketing. Marketing must not be targeted at a person who has a ban on all gambling. It is also prohibited to market a game to a person who has blocked the game in question.
In all marketing by Veikkaus Oy, the age limit for gambling must be clearly indicated. In addition, Veikkaus Oy must provide information about various tools to manage gambling and organisations offering help for gambling problems. Information is provided on Veikkaus Oy’s website Pelaa maltilla (in Finnish).
Yes. Marketing covers advertising, indirect advertising, and other sales promotion. Links to Veikkaus Oy’s website and the use of Veikkaus Oy’s logo are considered as marketing. For this reason, the logo and links should be used with caution, taking into account the restrictions concerning the marketing of gambling services.
Yes. The National Police Board oversees that the regulations of the Lotteries Act and the Consumer Protection Act are upheld in the marketing of Veikkaus Oy’s gambling services.
Veikkaus Oy’s marketing must not be contrary to accepted principles of morality or inappropriate. Marketing must be clearly identifiable as commercial communication, and it must be clear on whose behalf marketing is being carried out. This can be done by using expressions such as “commercial cooperation” or “advertisement” in connection to the content.
Marketing must not be aggressive. Marketing must not involve harassment, coercion or any other form of pressure on the consumer which is likely to lead the consumer to make a purchase or other decision in relation to a consumer product which they would not have made without such pressure.
Marketing must not include statements or create images that are not based on facts or researched information. Consumers must be informed of all facts that are essential in purchasing a gambling service. In marketing, it must be taken into account that consumers do not get the wrong impression of the chances and probability of winning.