Finland’s parliament has approved major changes to the country’s gambling laws, a big shift for the sector. The law now goes to the president for approval, completing the lawmaking process for what is considered the most important change in Finnish gambling rules so far.

The new Gambling Act was supported by over 94 percent of parliament members, showing strong backing from all parties. The law will open Finland’s gambling market to competition, replacing the old monopoly with a licensed system under government control.

Competitive market launch and regulatory changes

Under the new law, Finland’s competitive gambling market is set to officially start on 1 July 2027. Before that, the licensing and authorisation process for operators will begin in March 2026, giving regulators and companies enough time to prepare and ensure a smooth launch of the new system.

When the law takes effect, supervision will move from the National Police Board to a new National Supervisory Authority. This body will handle all market oversight in one place, which lawmakers say will make regulation clearer, more efficient, and easier to manage as new operators enter the market.

Major restrictions on most marketing

One of the main debates in parliament was about gambling marketing. The Constitutional Law Committee asked for clearer rules to make sure advertising followed constitutional rights for free speech and business. This led to several important changes in the draft law.

The Administration Committee removed a broad and unclear rule on banned marketing and replaced it with clear definitions of what counts as moderate marketing. Most advertising will be limited to the operator’s own channels to keep it controlled and transparent.

The law also bans influencer marketing and any ads that target or could reach minors. Marketing must be moderate in size and visibility, and gambling cannot be shown as normal everyday activity or a way to make money. These rules are designed to reduce harm while still allowing healthy competition in the market.

Search engine marketing and next steps

Search engine marketing is allowed under the final law, even though it was not part of the government’s original plan. The Administration Committee said this type of advertising mainly reaches people who are actively searching for gambling information, helping guide players to licensed operators.

However, wider digital advertising was not approved. Lawmakers noted research showing that children and young people are especially at risk from online ads. The law also does not include payment blocking or network restrictions, though these options could be considered later if needed.

With the parliamentary debate over, the focus now moves to putting the reforms into action. The coming years will test how well Finland can balance competition, protect consumers, and maintain strong supervision in its new gambling market.