QMRA Warns Affiliate Ban in Finland Could Boost Illegal Gambling
A new report from Quality Mark Responsible Affiliates (QMRA) raises concerns over Finland’s proposal to ban affiliate marketing in its upcoming online gambling framework. According to the findings, the move could unintentionally strengthen the visibility of unlicensed operators in search results and weaken consumer protection.
SEO Affiliates Play a Role in Promoting Licensed Gambling
The Finnish government’s proposal HE 16/2025 VP aims to prohibit affiliate marketing in response to concerns over misinformation, tax evasion, and regulatory ambiguity. However, QMRA’s research points to the unintended consequences of such a ban, particularly when it comes to search engine visibility.
SEO affiliates, the report notes, help direct users to licensed operators. Removing them from the ecosystem could leave a vacuum that unregulated gambling sites may exploit, especially through organic search and paid advertising.
Lessons From the Netherlands
QMRA draws comparisons with the Netherlands, which regulated its online gambling market in 2021. After restricting affiliate activity, Dutch regulators faced challenges from unlicensed operators using SEO strategies to target high-risk groups, including minors and self-excluded players.
The report also highlights risks tied to illegal platforms, such as the use of anonymous payments, lack of responsible gambling tools, and higher exposure to fraud and money laundering.
Structured Regulation, Not Prohibition
Rather than an outright ban, QMRA urges Finnish authorities to adopt a regulated affiliate framework. Such a model, the group argues, would support transparency, protect consumers, and help maintain a well-functioning legal market.
“The Dutch market has taught us a lot about how illegal operators adapt. We’ve also seen that proactive, responsible affiliates play a crucial role in pushing back against them. SEO affiliation is a form of advertising that only appears when a consumer is actively searching for gambling options. If Finland bans legal affiliates, its search results may soon be dominated by illegal results”, said Steven Vrolijk, Director at QMRA.