Finland is considering a possible modernization of its online gambling laws. The European country is currently considering a licensing model like the ones used by most modern gambling markets.

Finland’s intentions were announced by the country’s Ministry of the Interior. The ministry introduced a legislative project that, if advanced, could replace the current monopoly with a licensing system. The move was loudly praised by the European Gaming and Betting Association (EGBA), an industry body representing Europe’s top iGaming companies.

Finland’s legislative project would draft proposals needed to make the transition to a licensing system. As a result, it will cover a number of important aspects, such as what activities will be legalized, what the taxes and fees for operators will be and how Finland will prevent gambling harm.

According to the EGBA, the Ministry of the Interior’s project will run through December 31, 2025, and will lead to the introduction of a legislative proposal in spring 2025.

The Move Would Align Finland to Other EU Member States

For reference, Finland is the only member of the European Union that still sports a monopoly regime for online gambling activities. The system’s deficiencies have become apparent in recent years with customers demanding more varied content and migrating to offshore websites.

This tendency has caused the country to lose control of the iGaming market and miss out on potential tax money.

According to the EGBA, the transition to a licensing model would benefit the Finnish market. The association expressed its support for the newly introduced legislative project, saying that it has the potential to increase player protection while boosting tax revenues. At the same time, the move would create a level playing field for operators.

The EGBA’s secretary general, Maarten Haijer, commented on the matter, saying that it is a “welcome step toward meaningful and overdue gambling reform” in the country. He highlighted the multiple boons a licensing model would bring, noting that it would also align Finland with other EU member states.

We look forward to continuing dialogue with the Finnish Government and local stakeholders as the regulatory discussions develop.

Maarten Haijer, secretary general, EGBA

As Finland considers the introduction of a licensing model, Norway continues its efforts to protect its monopoly systems, proceeding with its DNS blocking plans.

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The European Gaming and Betting Association (EGBA) has said that its members have been able to remit more than 45.5 million messages that promoted safer gambling to their customers. These messages are unique as they are not just smartly trying to raise awareness about the issue of problem gambling but also send messages that are calibrated to individual consumer needs.

EGBA Commits to More Personalized Gambling Messaging

At least 48% of these messages were personalized, which further strengthened their impact on consumers. The level of personalization has gone up considerably over the past years and marked a 40% jump year-over-year. As the Sustainability Report 2022/2023 outlines, there has been a significant effort on all levels to ensure that the messages transmitted to consumers are tailored to protect them.

EGBA Secretary General Maarten Haijer welcomed the results and their significance. He continued by saying:

We’re delighted that our members continue to make positive progress in their efforts to promote safer gambling. This is all part of their commitment to put a sustainable approach to gambling at the heart of what they do.

EGBA Secretary General Maarten Haijer

He hailed the collective efforts of the association and its members which are bringing consumers closer to safety and promoting a sustainable industry in which everyone is protected. The takeaway from 2022 was that customer accounts increased to 31.2% million or a 5% gain in the numbers.

According to the association, 74% of all customers were male and 26% of all customers were female. The prevalent customer age of group was those aged 26-35 followed by those 36-50. Both categories posted numbers close to each other.

Tailored Approach and Interventions to Prevent Harm

EGBA hailed the personalized and safer gambling messages in general and said that 51% of those customers that received intervention actually reduced their financial losses in the three-month period immediately after the said intervention. EGBA’s members continued to seek and intervene in the cases of those customers that didn’t experience loss reduction.

Meanwhile, 76% of all EGBA members received responsible gambling training, indicating that the association is all but committed to protecting consumers. EGBA also posted the numbers of those members that contributed to problem gambling research, education, and treatment across Europe, with the total amount reaching €49 million ($55 million), or a 109% gain.

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