The Finnish government’s plans to liberalize its gambling market have faced criticism over proposed strict marketing restrictions. Industry experts warn that these measures could hinder channelisation and drive players back to the unregulated market.

While the move to end Veikkaus’ monopoly and allow commercial operators is a positive step, the draft regulations, which include a ban on bonusing, affiliates, and influencer marketing, have raised concerns among stakeholders.

Mika Kuismanen, CEO of Rahapeliala Ry, argues that such restrictions are unjustifiably limiting and could adversely affect the licensed market. He also warns that a ban on bonuses could result in a reduction in channelisation, as customers may gravitate toward unlicensed operators that offer more appealing incentives. He points to Denmark’s effective bonus system as a potential reference for Finland, where players receive bonuses reflective of their gameplay habits rather than mere sign-up rewards.

Local lawyer Antti Koivula echoes these concerns, emphasizing the importance of marketing as a tool for companies to attract customers in a new market. He questions whether a high channelisation rate can be achieved without traditional marketing methods.

As the Finnish government prepares to implement its gambling market liberalization, it is crucial to carefully consider the potential impact of these marketing restrictions. Striking a balance between responsible gambling and promoting a competitive market is essential to ensure the long-term success of the industry.

Interested in a chat about gambling regulations in different jurisdictions? Contact our experts Thees Buschmann ([email protected]), Lawrence Marchese ([email protected]) and Kurt Laferla ([email protected]). Follow us on LinkedIn for more industry related news.

Quelle: Chevron Consultants