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Finland has officially taken a major step toward overhauling its long-standing gambling monopoly. On March 20, 2025, the Finnish government submitted its landmark gambling reform bill to parliament, initiating the legislative process that will ultimately create a competitive online gambling licensing system.
This shift is poised to open up the Finnish market to international betting operators and bring it more in line with other European Union countries that have already moved away from state-run gambling models
A Long-Awaited Reform Gains Momentum
The proposal, developed by the Finnish Ministry of the Interior, now heads to parliamentary sub-committees for detailed examination. Legal experts anticipate amendments during this review phase, though political analysts say the bill enjoys wide bipartisan support. A final vote is expected later this year, likely before parliament’s summer recess — although implementation may stretch into autumn 2025.
According to Antti Koivula, a leading legal expert on Finnish gambling law, the urgency of the bill is evident. “The government submitted the proposal with a clear timeline. It’s scheduled to take effect from January 1, 2026, initiating the operator licensing process,” he said. The official launch of the regulated market is expected to follow in 2027, with B2B iGaming providers entering the licensing framework in 2027 as well. By 2028, only licensed gambling software suppliers will be permitted to serve the legal market.
What’s Included in Finland’s New Gambling Law?
The new Finnish gambling legislation outlines several core provisions designed to support responsible gaming, improve consumer protections, and generate tax revenue. Key highlights include:
- A 22% gross gaming revenue (GGR) tax on licensed operators.
- Mandatory licensing for B2B providers by 2027.
- A newly established independent gambling regulatory authority.
- Stronger consumer safeguards and marketing regulations for gambling operators.
These measures aim to combat the growing influence of unlicensed offshore gambling websites, which have reportedly claimed nearly 50% of Finland’s digital gambling market without contributing taxes or assuming any responsibility for gambling-related harms.
Addressing the Failure of the Monopoly Model
The push for reform stems from mounting concerns that Finland’s existing exclusive gambling system — operated by Veikkaus, the state-run provider — has failed to meet its intended goals. In particular, lawmakers have cited low channelization rates and increased instances of problem gambling as key reasons for change.
According to the government’s bill summary:
“The current gambling policy has not been successful. The market share of the exclusive system in digital gambling is close to the 50% mark, and companies operating outside this system profit without licence fees, taxes, or accountability for gambling-related harm.”
In 2023, the Finnish government launched a comprehensive gambling reform study that explored 11 major focus areas, including licensing procedures, taxation structures, advertising controls, and problem gambling prevention. The resulting draft reflects input from several national institutions, including the Finnish Institute for Health and Welfare, the National Police Board, and the Competition and Consumer Authority.
Stakeholder Feedback and EU Notification
Before submission to parliament, the bill underwent a six-week public consultation phase in mid-2024. Feedback was gathered from municipalities, health advocacy organizations, gambling industry stakeholders, and Finnish media companies.
In accordance with European Union regulatory requirements, the draft law was also submitted to the European Commission in November 2024. While the EC raised no objections, Malta filed a formal opinion in February 2025, questioning certain legal interpretations. Finland responded by defending the bill’s alignment with EU case law and made only minor revisions—mostly to expand explanatory notes and provide further impact assessments.
The mandatory EU standstill period expired on March 4, 2025, officially clearing the path for Finland to proceed with the bill.
What Businesses Should Know
As Finland moves closer to adopting a regulated iGaming licensing system, companies eyeing the market are advised to start preparing now. Legal expert Koivula noted that while the draft has expanded considerably — now totaling over 100 pages — its core framework remains intact.
“This reform represents a critical step in opening Finland’s gambling market to competition while preserving a strong focus on regulation and harm prevention,” Koivula said. “Operators looking to enter Finland’s future gambling market should closely monitor developments and begin preparing for the licensing phase.”
Final Thoughts
Finland is on the cusp of transforming its gambling landscape, aligning itself with broader European trends toward regulated and competitive online gambling markets. The bill’s progress marks a clear shift from monopoly to a more open framework, one that still emphasizes responsible play and consumer protection.
With full market rollout anticipated between 2026 and 2028, both operators and platform suppliers will have opportunities to enter a newly regulated, highly promising Nordic market — one that’s long been under-served by the current system.
