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In this regard, the avoidance and complete elimination of gambling-related harm will remain the main goal of Finnish gambling policy. In order to achieve that goal, the aforementioned government program will enable the marketing of licensed gambling services, but, however, marketing have to be moderate and responsible in its content, scope, visibility and frequency.
Regarding direct marketing, it is necessary to secure the express consent of the consumer. Therefore, the latest measures aimed at avoiding the harmful effects of gambling will involve a single service point that allows consumers to block gambling on all platforms that provide licensed services. Additionally, the government will also evaluate the potential of restricting the availability of slot machines to certain supervised premises.
Prohibition:
Any marketing of gambling services by any party other than Veikkaus Oy is currently forbidden. This ban also applies to online marketing on foreign sites if it is aimed at Finnish consumers.
The National Police Board of Finland is responsible for monitoring the Finnish gambling market and has taken action against several parties for violating gambling rules. In this regard, during April 2023, the National Police Board banned BML Group Ltd from marketing its gambling services in Finland breaching of the Finnish Lotteries Act. Moreover, the Police Board issued a conditional fine of EUR 2.4 million on the operator to enforce the ban. This marketing ban will remain in place for the next few years until the new bill becomes enforceable.
However, the new government will have to begin preparing a legislative proposal for its next step. The exact schedule is not yet known, but preparations are projected to begin this year.
