Finland’s state-owned gaming operator, Veikkaus, has been penalized with a €2.9 million fine and a three-month marketing ban imposed by the police board. The sanctions follow an incident where Veikkaus’ advertisements were aired during TV programs that may have been viewed by minors.
The marketing ban, set to begin 30 days after the operator was notified, will take effect on November 12. The penalty stems from an advertisement broadcast in July during a commercial break of a TV program with a potential minor audience.
The police board, responsible for regulating Veikkaus’ marketing under Finland’s Lotteries Act and Consumer Protection Act, found that the ad breached guidelines prohibiting marketing to minors. Veikkaus, as Finland’s monopoly gambling operator, is allowed to market its services but must adhere to strict rules, including ensuring that:
– Advertising does not target minors.
– Age restrictions are clearly included.
– Gambling is not glamorized.
– Promotions do not highlight the business aspect of gambling.
Veikkaus’ Explanation and Compliance Measures
Veikkaus attributed the violation to human error. Anu Kytö, the company’s sales and marketing director, issued an apology, stating:
“We are very sorry that, despite our joint development measures, our advertising has been seen during advertising breaks for programs aimed at minors due to human error.”
The operator emphasized its commitment to working closely with the police board to prevent future infractions and ensure compliance with all regulations.
In addition to the July incident, Veikkaus flagged an earlier request from the police board in May, questioning its advertising practices around TV programs aimed at adults but potentially watched by minors. The inquiry appeared to focus on a specific MTV program, raising concerns that the board might be adopting a stricter interpretation of the rules.
Kytö commented on this development:
“It seems that the police board may interpret the matter in a new and broader way. We have been in contact with the police board as soon as the decision was made and are reviewing this issue with them.”
This controversy unfolds as Finland prepares to liberalize its gambling market in January 2026. The planned changes will introduce a competitive system, replacing the monopoly held by Veikkaus. The **European Commission** is currently reviewing the proposed legislation, which is expected to be presented to Finland’s parliament in **spring 2025**. The liberalization could lead to new marketing regulations and reshape the landscape of gambling advertising in the country.