Finland's 2027 Licensing Shift Draws Interest as Affiliate Ban Concern Raised

Leadstar Media has warned that Finland's affiliate ban may create risks for player safety, adding a new point of debate as the country prepares to reshape its gambling market. The warning comes ahead of a major regulatory change scheduled for 2027.

In 2027, Veikkaus will lose its long-standing exclusive position over legal online betting and gaming in Finland. The market is moving to a newly regulated licensing model, and more than 50 companies have already registered interest in obtaining a licence. At the time of writing, 18 applicants had secured clearance from the National Police Board.

Leadstar Media's concern centers on the potential effect of excluding affiliate businesses from the licensed market. The company argues that the affiliate ban could put player safety at risk, though the excerpt does not set out the specific mechanisms behind that warning.

The licensing process remains underway, with the National Police Board having cleared 18 applicants so far while more than 50 expressed initial interest. The transition from the Veikkaus monopoly to a licensed system is set to define Finland's gambling sector from 2027 onward.