Quick Summary
- Finland will ban affiliate marketing as part of its shift to a regulated gambling market in 2027.
- The prohibition diverges from standard practice in other European jurisdictions.
- Industry stakeholders question the clarity and long-term impact of the ban.
- The decision raises concerns about channelisation and consumer protection in Finland.
What Happened
Finnish authorities have taken the significant decision to exclude affiliate marketing entirely from the country’s soon-to-be-regulated online gambling market, scheduled for launch in 2027. The move means marketing partners, which drive customer acquisition and inform player choice in most liberal European markets, will not be permitted to support licensed operators in Finland. The affiliate marketing ban was confirmed as part of the legislative plans underpinning the end of Veikkaus’ betting monopoly and the opening of the domestic market to private companies.
Why It Matters
Finland’s outright affiliate marketing prohibition is an outlier in the European regulatory landscape. In neighbouring Sweden and Denmark, affiliates are regarded as a vital component of regulated markets, providing a link between consumers and licensed brands while helping to drive channelisation—keeping players within the legal market and away from unlicensed operators.
The rationale in Finland, according to legislators, is to reduce aggressive marketing and better control gambling promotion. However, many industry commentators argue that a total ban could have unintended effects. Without the structured oversight that licensed affiliates typically offer, players may have less access to clear, accurate information about legal operators. This opacity could hinder the government’s goal of high channelisation, undermining consumer protection objectives.
Experienced affiliates often act as sophisticated watchdogs, directing Finnish users toward sites with robust responsible gambling features and away from risky offshore providers. By barring them entirely, Finland risks ceding informational space to unregulated channels—potentially encouraging players to seek out offshore offerings with fewer safeguards and heightened gambling risks.
Furthermore, the exclusion puts licensed operators at a disadvantage. Many rely on affiliates for efficient, performance-based marketing, especially when establishing a presence in new liberalised markets. The enforced absence of this channel raises the cost of player acquisition for up-and-coming operators, which could slow market growth and sap innovation.
Industry Context
Affiliate models are deeply entrenched across most of Europe’s mature online gambling markets. In the UK, Netherlands, and Germany, affiliates are regulated as either licensed or registered entities, subject to strict advertising and data protection criteria. This oversight allows regulators to monitor compliance while leveraging affiliates’ capacity to direct traffic toward legal sites.
Where outright marketing restrictions have been attempted—such as Spain’s sweeping ad curbs in 2021—unlicensed operator traffic has tended to rise, highlighting the delicate balance regulators must strike. Malta, a key licensing hub, has long treated affiliate networks as part of the broader compliance toolkit, working in tandem with national regulators to maintain standards and transparency.
While the Finnish National Police Board has long monitored gambling advertising and sought to limit cross-border promotional content, the new affiliate ban marks a sharper break from pan-European norms.
Regulatory Background
Finland’s monopoly framework, led by state-owned Veikkaus, is slated for abolition amid EU pressure and chronic channelisation challenges. The move to a licensing system is designed to curb black market activity and boost consumer protections, with enacted legislation expected to culminate in a competitive, regulated marketplace in early 2027. Key provisions include licensing requirements, centralised player registers, and a robust regulatory framework inspired by Nordic peers.
The affiliate prohibition, however, stands apart. Rather than adopting the Danish or Swedish approach—where affiliate conduct is tightly controlled but permitted—Finland’s legislators have opted for a flat ban, citing potential for regulatory circumvention and excessive advertising. Critics and trade bodies have flagged the measure as both overly broad and imprecise, warning it will need substantial clarification before implementation.
What Happens Next
With regulatory text and market guidance still in draft stages, sector advocates are pressing for clearer definitions of what constitutes unlawful affiliate activity and what, if any, informational content is permissible. Finland’s regulatory agencies are expected to publish further implementation details ahead of the 2027 market opening, as market entrants and compliance teams seek clarity on how to navigate the unique marketing landscape.
Sources
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