Who is allowed to market gambling?

In mainland Finland, only Veikkaus Oy is allowed to provide gambling services. 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.

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 guidelines on the marketing of gambling (2015) are a key part of the supervision of 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.