When nations open up gambling markets, the intentions are usually good: to increase government oversight of operators, to protect consumers more effectively, and to capture tax revenues that would otherwise flow abroad. Finland’s 2026 re-regulation is no exception. But if history tells us anything, it’s that even good intentions can stumble in execution. Just look at Sweden.

Sweden’s Experience: A Mixed Bag

When Sweden re-regulated its market in 2019, the expectation was clear: at least 90% of gambling would take place with licensed operators. The reality today is much messier. Studies show channelization — the percentage of gambling within the licensed system — may be as low as 71%.

The reasons are many:

  • Overregulation has limited operators’ ability to market and differentiate.
  • Strict bonus and advertising rules have frustrated players.
  • Unlicensed sites have exploited the gaps, attracting customers with more flexibility and fewer restrictions.
  • For Finland, the lesson is straightforward: regulating too tightly may actually push players to the very black market the law is designed to curb.

Marketing Under Pressure

In Sweden, licensed operators have struggled with unclear and shifting marketing rules. Sponsorships were questioned, bonus offers restricted, and advertising volumes capped. The result? Licensed operators had fewer tools to attract players, while unlicensed platforms carried on marketing online, often in English and with euro deposits — technically outside Swedish law.

In Finland, marketers should be ready for close scrutiny of gambling advertising, with particular attention paid to high-risk games such as online slots. Sponsorships and sports marketing are also likely to remain under debate, creating legal grey areas that demand caution. On top of this, affiliates and bonus campaigns can expect tighter regulation and closer monitoring than ever before.

The Swedish case shows that being too restrictive risks backfiring — it doesn’t stop marketing, it just moves it underground.

Reputation Matters

Sweden also faced a reputational challenge. Several Nordic banks cut ties with gambling operators over CSR and AML concerns. For operators, this meant not only a marketing problem but also difficulties with payments and customer trust.

In Finland, where gambling has traditionally been linked to public good through Veikkaus, marketers will need to work even harder to build credibility. Transparent communication and demonstrable commitment to responsible gambling won’t just be legal boxes to tick — they’ll be competitive advantages.

Final Word

Finland is about to follow Sweden’s path — but hopefully not its mistakes. The goal is not just to regulate, but to regulate smartly. For marketers, the Swedish experience is a reminder: compliance alone won’t win the market. A mix of local cultural insight, transparent branding, and careful navigation of restrictions will.

And if that sounds like a challenge, that’s because it is. The Finnish market will be complex, competitive, and unforgiving — which is exactly why having the right guidance from day one could be the difference between growth and getting lost in regulation.