EGBA Urges Finland to Refine Online Gambling Legislation
Finland is on the brink of a significant shift in its online gambling market, moving from a state-run monopoly to a new licensing system for online casinos and sports betting. While the proposed changes have garnered support from the European Gaming and Betting Association (EGBA), concerns remain over certain aspects of the legislation, particularly around marketing restrictions and bonus bans. Additionally, Finland’s Institute of Health and Welfare has cautioned that the new model could lead to a rise in problem gambling.
Concerns Over Marketing and Bonus Restrictions
While the EGBA welcomed the shift, its Secretary General, Maarten Haijer, highlighted areas in the proposal that require further refinement to ensure the legislation achieves its intended goals.
Haijer emphasized the importance of allowing responsible marketing channels such as affiliate marketing and social media advertising, both of which are currently targeted for restriction in the draft legislation.
“The proposed ban on affiliate marketing and social media advertising might have unintended consequences, pushing players towards unregulated websites that operate outside Finnish law,” he stated.
According to Haijer, these channels are vital for guiding consumers to licensed platforms, ensuring they engage with regulated operators who prioritize safety.
Additionally, the EGBA expressed concerns over the proposed blanket ban on bonuses, which Haijer believes could undermine the competitiveness of newly licensed operators. “A complete prohibition on bonuses will make licensed operators less attractive compared to unlicensed sites, where such offers are likely to continue,” he warned.
Haijer advocated for a more nuanced approach, suggesting that bonuses could be regulated responsibly, rather than banned outright.
EGBA’s Recommendations for Improvement
In response to the Finnish government’s consultation on the proposal, the EGBA has put forward several recommendations. Haijer proposed bringing affiliate marketing under regulatory oversight and allowing social media advertising under strict guidelines, including mandatory safer gambling messages. These measures, he argued, would help steer players towards licensed operators while maintaining robust consumer protections.
Regarding the bonus regulations, Haijer suggested setting clear guidelines for responsible use rather than implementing an outright ban. He recommended that bonuses could be restricted for players exhibiting signs of problematic behavior, allowing operators to remain competitive without compromising player safety.
A Pivotal Moment for Finland’s Gambling Regulation
As Finland stands on the verge of a major regulatory transition, Haijer encouraged the government to consider these adjustments to ensure the success of the new licensing system. He pointed to the successful regulatory models of neighboring countries, such as Denmark and Sweden, which have transitioned from monopolies to multi-licensing systems with significant improvements in channeling players towards regulated operators.
“By addressing concerns about marketing restrictions and bonus regulations, Finland can create a balanced, competitive, and safe gambling market,” Haijer concluded.
He reaffirmed EGBA’s commitment to supporting Finland throughout the transition, sharing its expertise in crafting a well-regulated and sustainable online gambling environment.
Despite the positive outlook for the new licensing system, Finland’s Institute of Health and Welfare raised concerns last month about the new licensing model, warning that it could result in an increase in problem.
