Campaign No limit (Ei mitään rajaa)

No limit

The National Police Board’s Ei mitään rajaa  (No Limit) campaign aims to increase awareness of illegal gambling marketing among young adults. The campaign consists of videos shared on social media, in which an imaginary social media influencer realises the true nature of image advertising.

In addition to more casual and lighthearted videos, the campaign includes an interview video in which Kai Mattila, who has suffered serious harm from gambling, tells his own story and shares his thoughts about social media marketing. The videos will be shared on TikTok and Instagram from 10 January 2023 and will also be available on the police’s YouTube channel Poliisitube in the future. 

A person holding a mobile phone in hand, phone screen shows gambling site with text Online Game Bonus 100 € Pelaa nyt (Play now).

Ei mitään rajaa -Heron alapuolinen teksti - EN

Unlawful marketing of gambling

Illegal gambling advertising has been especially targeted at young adults on social media channels for several years. Marketing typically utilises the popularity of social media celebrities and aims to associate gambling with images of success, coping well in life, prosperity and publicity. However, gambling causes serious social, health and economic harms, which are ignored in advertising. 

The National Police Board supervises gambling services and the marketing of gambling in Mainland Finland. It also intervenes in illegal gambling services and marketing. The No Limit campaign aims to raise awareness of illegal gambling marketing so that it is better recognised and has less impact among young adults.

The aim is to increase awareness of what is legal and what is illegal also among marketers and potential marketers and thus create a preventive impact. At the same time, the National Police Board continues its usual supervising work and intervenes in illegal activities. Reports of illegal activity from the public are helpful in this work. 

It is possible to play on illegally advertised gambling sites without many of the restrictions through which the exclusive system of Mainland Finland seeks to protect players. Protection from the most difficult harms in legally offered games is provided by loss and deposit limits as well as restrictions on how often games are played, for example. Welcome offers or free spins may not be given to players in Mainland Finland, due to the harms associated with gambling.

The National Police Board closely supervises the gambling services of Veikkaus Oy, the exclusive operator, and is able to clarify, for example, possible disagreements between the player and the gambling operator related to the winnings of gambling and to recommend a resolution in the case. With regard to gambling services offered from abroad to Mainland Finland, the National Police Board has no authority to safeguard the legal protection of players if there are any ambiguities. 

Ei mitään rajaa -infolaatikko - EN

Illegal marketing on social media

Veikkaus Oy, which is fully owned by the state, has the exclusive right to implement and market gambling in Mainland Finland. Despite this, some other gambling operators also market their games intensively to consumers in Finland. The most popular marketing channels include social media platforms, such as TikTok, Instagram and Twitch. 

Social media marketing has clear benefits when one wants to influence consumers and their perceptions and to create needs. Popular influencers are perhaps perceived as more credible sources than traditional advertisements, and the persuasive way of advertising gambling through one’s own actions or personality obscures the perception that itis about marketing gambling. 

Social media operators consider quickly disappearing reels and stories useful, as there may be no consequences  from marketing known to be illegal and yet benefits can be gained in business. 

Ei mitään rajaa - UKK - EN

Ei mitään rajaa -linkit - EN