Finland’s proposed gambling law restricts advertising as licensing applications reach 24

Finland’s planned private B2C licensing programme is expected to bring changes to gambling advertising, according to a report published on 27 April 2026. At least 24 applications are pending; the proposed rules restrict product promotions, direct marketing, telemarketing and influencer marketing. Omnicom Media Group Finland chief executive Anna-Riikka Hovi-Taunila estimated gambling advertising could generate up to €100 million for Finnish media in the first licensing year.