Veikkaus Fined €2.9m and Faces Advertising Ban Over Marketing Violations
Finnish operator Veikkaus has been fined €2.9 million ($3.07 million) by the Police Board and given a three-month advertising ban following violations of marketing regulations. The fine stems from advertisements aired during television programs accessible to minors.
Breach of Advertising Standards
The penalty follows an investigation by the Police Board earlier this year, which raised concerns about Veikkaus’ advertisements appearing in programs with a significant viewership of minors.
In May 2024, Veikkaus was asked to review and clarify its advertising practices. While the operator cooperated with authorities, adjusting its strategy to avoid programs likely to attract younger viewers, an advertisement aired in July was deemed non-compliant, leading to the fine and ban.
Broader Interpretation of Marketing Rules
The Police Board’s decision reflects a stricter interpretation of regulations, extending restrictions to include adult-oriented programs that may still appeal to younger audiences. Popular Saturday night entertainment shows were highlighted as examples of such programming.
Statements from Key Stakeholders
Anu Kytö, Veikkaus’ Sales and Marketing Director, acknowledged the challenges posed by the new interpretation:
“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 we are going through this issue with them. We need clarity so that we know how to act correctly.
“We are very sorry that, despite our joint development measures, our advertising has been seen in the advertising breaks of programs aimed at minors due to human error.”
Sauli Asikainen, Commercial Director at MTV, also commented on the matter, explaining Veikkaus’ long-standing advertising model:
“Veikkaus has been buying TV advertising from us for years, with an age distribution set for the purchase: more than 70% of the program’s viewers must be adults.
“This is a jointly agreed model that has been valid for years and is known to the authorities. Now we are waiting for possible new instructions.”
Advertising Ban Details
The three-month advertising ban, effective 30 days after notification, will restrict Veikkaus from promoting its services during this period.
