This is a B2B guide for online casino operators preparing for Finland's licensed market. It does not recommend or rank casinos and contains no offers. It is general information, not legal advice.
What opens in July 2027
According to the Ministry of the Interior, online slot and casino games will be opened to competition under a licensing system, alongside betting and online money bingo. Physical slot machines and casino games remain with Veikkaus. Licensed services can begin from 1 July 2027. Licensed operators may begin marketing under the new regime from 1 July 2027, subject to their licence and the applicable regulatory requirements.
Permitted channels for casino operators
The Gambling Act permits marketing of licensed gambling on the operator's own website and social accounts (non-interactively), in TV and radio, at sports and public events, in print, at gaming points and in search engines for brand-related terms. Outdoor marketing of the licence holder is permitted only within the restrictions of section 51, which exclude locations near schools, early childhood education, pharmacies, health care and substance abuse units. Physical slot machines and casino games may only be marketed in the venues where they are placed. Direct marketing requires explicit consent. Everything else is prohibited.
Full overview: gambling advertising rules in Finland.
No influencer or affiliate creator promotion
Under Finland's Gambling Act, gambling games may only be marketed through the channels expressly permitted by law. Influencers' own social media channels are not among those permitted marketing channels. Casino promotion through creators — posts, streams, promo codes or tracked links — should not be part of a Finland plan. See can gambling companies use influencers in Finland?
Bonuses and offers
Casino marketing in many markets is built around bonuses. The Finnish Act prohibits, among other things, offering games free of charge or at a reduced price, combined offers, and offering gambling money other than customer bonus money as provided in section 26. Bonus-led creative should therefore be reviewed carefully by legal counsel before any Finnish use.
Content restrictions
Marketing may not present gambling as desirable, everyday, useful or harmless, as a solution to financial problems, or as a route to social success, and may not give a misleading picture of winning chances. Casino creative built on big-win imagery needs particular care.
Moderation
Marketing must be moderate in amount, scope, visibility and frequency. Highly attention-grabbing or very frequent campaigns are not considered moderate.
Required information
Every marketing message must include the age limit, information on gambling control tools and help services, and the licence and supervisory authority (not required in radio).
Practical implications
- Build creative around brand, product clarity and trust rather than bonuses.
- Prepare Finnish versions of every asset with the required information.
- Use sponsorship and permitted media for awareness — see gambling sponsorship in Finland.
- Plan compliance review time into every production.
How Collafly can help
Collafly supports licensed operators with Finnish content production for permitted channels, sponsorship partner sourcing and campaign coordination. Read about iGaming marketing in Finland.
