With Finland’s upcoming shift toward a partially licensed gambling system, affiliate marketing is under careful scrutiny. Here’s how the restrictions and rules shake out:
Direct Permission for Ads: Affiliates will need direct consent from users to engage in targeted marketing. Affiliates can’t just start marketing to anyone without obtaining this opt-in permission, especially for email or push notifications.
Moderation on Promotion Tone and Content: Affiliates are forbidden from using overly positive or exaggerated claims, like portraying gambling as an easy way to solve financial issues or an alternative to work. They must also avoid “glamorizing” gambling—so they can’t promise or imply easy wins.
No Underage Targeting: All affiliate content must steer clear of audiences under 18 and avoid using images, language, or platforms that are popular with minors.
Controlled Bonuses and Promotions: Bonuses and promotions are likely to face strict limitations, especially because Finland is considering a Danish-style model where bonus frequency is restricted. So, affiliates will need to be cautious not to over-promote these bonuses to comply with what Finnish law eventually allows.
No Deceptive or Aggressive Marketing: Affiliates are barred from using misleading tactics, like fake “winning stories,” or aggressive tactics, such as repeated push messages. Plus, any paid reviews or recommendations must be clearly marked as sponsored content.
Social Media Restrictions Apply: Affiliates won’t be able to partner with influencers on social media who promote gambling outside their own, or the gambling company’s, social media account. This means social media affiliate marketing will have limited engagement options. In essence, Finland’s restrictions are designed to keep affiliate marketing informative rather than persuasive or aggressive, aiming to protect consumers—especially vulnerable groups like minors—while allowing licensed operators to compete responsibly.
Social Media Gambling Rules
Limited to Official Channels: Gambling operators, including Veikkaus and any licensed foreign companies, are allowed to advertise only on their own official social media accounts and websites. This means they can’t engage in influencer marketing on third-party accounts—like partnering with social media influencers on their pages is off the table.
No Interactive Ads: Advertisements on social media can’t be interactive. So, gambling companies are restricted from commenting, replying to consumer inquiries, or doing live chats with users on posts. This rule intends to prevent social media ads from drawing consumers into direct interaction, especially in ways that could influence vulnerable audiences.
Clear Age Warnings and Responsible Gaming Info: All gambling ads on social media must include clear age restrictions and information about responsible gaming. This includes guidance on where to find help for gambling issues, ensuring that even permitted ads are reinforcing safe gambling practices. Strict Ban on Certain Games’ Ads: High-risk gambling products, like online casinos and betting services, are barred from being advertised broadly on social media, though they can still be promoted in locations close to betting and gambling establishments.
