Influencers promoting illegal gambling in Finland
As we saw recently in Brazil social media influencers have got in on the act of promoting gambling sites – albeit, unfortunately and notably, of the unlicensed variety.
Finland, this time
And following Brazil, it’s Finland in the news this time. You probably couldn’t pick 2 countries further apart or more different – either geographically, culturally or visually. But gambling and social media are a global phenomena, aren’t they?
Unlike the Brazilians though, the Finns didn’t go in with all guns (nearly) blazing, theirs was a more measured, more typically Scandinavian approach.
Influencers warned
According to the Finland National Police Board two social media influencers were simply given warnings – albeit pretty stiff warnings, to the tune of €30,000 ($34,900) if they do it again.
Both cases, according to regulators, violated Finland’s Lotteries Act by posting content regarded as “directly or indirectly marketing gambling” in Finland.
The influencers used a number of social media platforms including Kick and Twitch to promote ‘grey market’ sites outside Finland to potential players in the country.
The Police Board said: “their actions related to commercial co-operation (and) have increased the visibility of gambling, gambling websites and companies serving as intermediaries for gambling”.
They have been instructed to cease posting and remove existing gambling promotional content.
Fined
A third social media influencer didn’t get off quite so lightly. Also unnamed, the third influencer continued publishing gambling promotional content after an earlier warning and despite the threat of a fine. And later, that threat came to be with a €30,000 fine imposed. In this instance the offences also related to promoting ‘grey market’ sites to potential players in Finland.
Change coming in 2027
Currently, both online and land-based gambling in Finland is controlled by a state body, Veikkaus, which holds a country-wide monopoly. This will change in 2027 when Finland transitions to a liberalised market when software developers and operators will be able to apply for licences. However casinos and operators will only be allowed to offer games from software providers who have been licensed locally.