Finland is preparing a significant change in its gambling legislation, shifting from a monopoly system to a multi-licensing framework for online betting. This will bring it closer to the standards of other European countries. The European Gaming and Betting Association (EGBA) supports the reform but expresses concerns about the proposed bans on affiliate marketing and bonuses.

EGBA recommends including marketing channels in the regulations and introducing guidelines instead of a complete ban on bonuses to ensure the competitiveness of licensed operators and prevent players from migrating to unlicensed platforms. The organization highlights successful examples like Denmark, where the multi-licensing system has led to over 90% channeling of online players to regulated platforms.

“Finland now stands at a crucial juncture in its gambling regulation history. By developing a robust online gambling framework, it can follow the lead of countries like Denmark and Sweden, which have successfully transitioned from monopolies to effective licensing systems. Denmark’s 2012 move to multi-licensing led to a significant improvement in online gambling participation, with channelization rates exceeding 90%. Sweden has seen similar success”, comment from EGBA.

Source: EGBA