Veikkaus Under Investigation for Promoting Gambling on Social Media
Finland’s National Police Board will review Veikkaus’ use of paid visibility for gambling-related content on social media, as the state monopoly faces growing scrutiny ahead of major regulatory changes in 2027.
Social Media Promotions Spark Concerns
According to Pokerit magazine, Veikkaus has been paying to boost posts on Meta-owned platforms featuring its casino and slot machine offerings, as well as information on gambling venues. This raised questions about whether such activity complies with Finland’s strict lottery and gambling promotion laws.
When asked by Finnish news agency STT to clarify the extent of its paid promotions, Veikkaus responded via email that the company only uses Meta’s platforms, does so sparingly, and mainly to highlight large poker tournaments. The company insisted that it had not violated Finland’s lottery legislation.
Police to Examine Legality
The National Police Board stated that simply sharing information about gambling venues is not prohibited. Furthermore, buying visibility for content is not automatically classified as marketing. However, the board emphasized that it will “examine the matter further”, signaling that Veikkaus’ social media activity is now under formal review.
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This scrutiny comes amid broader changes to Finland’s gambling landscape. In 2027, the country is set to abandon its gambling monopoly model for online betting and transition to a licensing system. This reform will open the market to new operators and end Veikkaus’ exclusive control over the digital gambling sector.