Gambling Marketing Compliance Checklist for Operators in Finland

Gambling operators entering Finland in July 2027 have to check every marketing activity against three questions: is the channel permitted, does the content include what the law requires, and does any offer stay within the bonus rules? Finland’s new Gambling Act is among the strictest in Europe. Operators may promote their brands, but only in listed channels, with mandatory age and responsible gambling information, and with very limited bonuses. SEO is affected too, from the content on your own site to the old links pointing at it.

This checklist brings the rules together in one place, based on the Act and guidance published so far.

Who does this checklist apply to?

The checklist applies to operators that will hold a Finnish gambling licence from 1 July 2027. Until 30 June 2027, only Veikkaus Oy may market gambling services in Finland. After that date, licence holders may market within the restrictions of the Gambling Act.

The rules cover more than advertising in the traditional sense. The Police of Finland note that the marketing of gambling is broadly defined. Content on your own website, social media posts, sponsorships and search ads can all count as marketing.

Which marketing channels are allowed?

Licence holders may only market through the channels the Act lists: their own websites and non-interactive social media, TV and radio, sports and public events, print media and equivalent digital publications, and search ads for directly related search terms. Our iGaming SEO in Finland pillar covers each channel in more detail.

Several popular channels are closed or restricted. Direct marketing is limited to players who have actively opted in, and telemarketing is banned. Influencer marketing isn’t allowed, and podcast collaborations are currently considered impermissible. Affiliate marketing isn’t permitted either; see Finnish gambling marketing rules for affiliates.

What must every gambling ad include in Finland?

Every ad must include the permitted age limit, responsible gambling information, and a reference to the operator’s licence and supervisory authority.

The content itself is restricted too. Marketing can’t present gambling as a solution to personal problems or portray heavy play in a positive light. Advertising must remain moderate and can’t target minors or vulnerable groups. Marketing must also be recognisable as marketing, and it must not be targeted at a person who has a ban on all gambling.

In practice, every ad, landing page and promotional post needs a sign-off step that checks each of these requirements before publication.

Can operators promote games, bonuses and offers?

Brand promotion is the core of what’s allowed, and offers are tightly limited.

Games and products

Industry reports suggest that operators will be allowed to promote their brands, while advertising of individual casino games and specific gambling products will be prohibited. This point is still subject to interpretation, since the permitted channels themselves refer to the operator’s own games and directly related search terms. Clarify it with a Finnish lawyer before planning product-level campaigns.

Bonuses

As a general rule, the Act prohibits free-to-play offers, deposit bonuses, discounted play, bundled offers and other player incentives, so welcome bonuses are prohibited. Permitted bonus play money must be of moderate value, offered on equal terms to customers, and subject to transparent and easily understandable conditions. Reports on the rules add a maximum wagering requirement of five times the bonus.

What does “moderate” marketing mean?

The Act requires gambling marketing to be responsible, moderate and clearly targeted at adults, but it doesn’t define “moderate” in numbers. Guidance from the supervisory authority is expected. The police guidance for Veikkaus already gives a sense of the approach: information about game establishments must not be presented experientially, but moderately in appearance and soundscape.

Until more guidance is published, the safe interpretation is to keep volume, frequency and visibility restrained, and to document how you’ve assessed each campaign.

How do the rules apply to SEO and your own website?

Your own website is a permitted channel, but content on it still counts as marketing and must meet the same content rules.

• Mark every relevant page: Show the age limit, responsible gambling information and your licence details clearly across the site.
• Content hubs and blogs: Informational content on your own site, such as game rules, payment guides and responsible gambling articles, fits a permitted channel. Promotional content in it still has to meet the content rules.
• Search ads: Keep keywords to directly related search terms.
• Press releases: Corporate news, such as licence decisions or company announcements, is different from product promotion. A journalist’s own article about your company isn’t your marketing, but a release that promotes games or offers may be. Get legal advice on each type. See digital PR in Finland.
• Finnish language: Required information and responsible gambling messages should be in natural Finnish (and Swedish where relevant). See Finnish content localisation.

For which link sources still fit the rules, see casino link building in Finland.

What should operators do about existing casino links?

Review every link pointing to your Finnish site before July 2027, because old paid and affiliate content can conflict with the new rules.

Many operators already have links from Finnish-language affiliate sites, paid articles and review pages. Until 30 June 2027, only Veikkaus may market gambling in Finland, and from July 2027 affiliate marketing isn’t a permitted channel. Promotional content on third-party sites aimed at Finnish players is therefore worth cleaning up now, not after launch.

Google’s rules are separate from the Gambling Act. Paid links should always carry rel=”sponsored”; see paid links, Google’s rules and Finnish advertising labelling. For tracking links over time, see how to monitor your Finnish backlinks.

What happens if marketing breaks the rules?

Operators found in breach face sanctions ranging from penalty fees up to licence revocation. The new Gambling Act gives the regulator significantly expanded enforcement powers. Our affiliates guide describes the enforcement tools in more detail.

What are the most common compliance mistakes?

The most common mistake is reusing a marketing plan from a less restrictive market.

1. Running bonus-led campaigns. Welcome bonuses and deposit bonuses are prohibited.
2. Using influencers or podcast partners. Both are currently off-limits.
3. Leaving out required information such as the age limit, responsible gambling messages or licence reference.
4. Treating the website as exempt. Content on your own site is marketing too.
5. Keeping old affiliate and paid links aimed at Finnish players.
6. Sending marketing to players without opt-in, or to players with a gambling ban.
7. Waiting for final guidance before building compliance into workflows.

How SEO Butler can help

SEO Butler Limited, which runs backlinksfinland.com, supports gambling operators preparing for Finland with technical SEO, native Finnish content and compliant digital PR, including link audits ahead of July 2027. For the wider picture of link building in Finland, see our main guide, or contact SEO Butler.

Disclaimer: This checklist is general information for businesses based on the Gambling Act and guidance published by September 2026. It isn’t legal advice, and the supervisory authority has yet to issue full guidance on the new rules. Operators should have every marketing and link activity reviewed by a Finnish lawyer. Gambling is only for people aged 18 or over. If gambling is causing problems for you or someone close to you, contact Peluuri, Finland’s free and confidential gambling helpline, on 0800 100 101. backlinksfinland.com is owned by SEO-Butler Limited.

Frequently asked questions

What must a gambling ad in Finland include?

Every ad must include the age limit, responsible gambling information, and a reference to the operator’s licence and supervisory authority. It must also be recognisable as marketing and must not present gambling as a solution to personal problems.

Can gambling operators offer bonuses in Finland?

Only in a very limited form. Free play, deposit bonuses and welcome bonuses are prohibited as a general rule. Permitted bonus play money must be moderate, on equal terms for all customers, and reportedly subject to a maximum wagering requirement of five times the bonus.

Are podcasts and influencers allowed for gambling marketing in Finland?

No. Influencer marketing isn’t allowed, and podcast collaborations are currently considered impermissible. Affiliate marketing and telemarketing aren’t permitted either.

Does content on an operator’s own website count as marketing?

Yes. The operator’s own website is a permitted channel, but content on it still has to meet the Act’s content rules, including the age limit, responsible gambling information and licence reference.

When can licensed operators start marketing in Finland?

From 1 July 2027. Until 30 June 2027, only Veikkaus Oy may market gambling services in Finland.