Veikkaus fined for gambling marketing to minors

The Finnish Police Board’s Gambling Administration recently prohibited the gambling company Veikkaus Oy from marketing gambling games in violation of the Finnish Lotteries Act, said the National Police Board (NPB) in a press release on Tuesday.

The decision was taken on November 12 based on marketing of gambling games targeted at minors.

A conditional fine of EUR 2,900,000 has been imposed to enforce the prohibition.

The National Police Board found that Veikkaus had violated the prohibition regarding the marketing of gambling games to minors in television.

The NPB sent a notice to Veikkaus on the matter in May 2024, but supervision revealed that the company had continued its illegal activities.

Compliance with the NBI’s prohibition requires Veikkaus to refrain from marketing in connection with any television broadcasts targeted at minors, or broadcasts that are attractive to minor viewers.

Should Veikkaus fail to comply with the prohibition decision, an order may be issued on the conditional fine to be paid.

Last spring, the NBI issued a statement to Veikkaus stating that Veikkaus has carried out marketing during advertising breaks in programmes aimed at minors, and that, in the NBI's opinion, the marketing carried out in this way has violated the Lotteries Act.

Based on the report provided by Veikkaus, gambling games had been marketed more than 200 times during the advertising breaks of programmes aimed at minors in 2023 and in spring 2024.

In addition, the company’s marketing had been targeted several times in such a way that, based on the programme’s airing time and content, it had been conducive to reaching minors.

“Most of the television marketing targeted at minors has been carried out on weekend mornings and in connection with family movies on Saturdays. Such activities can be regarded to constitute a particularly condemnable marketing strategy, because the target group comprises minors. Prevention of disadvantages caused by gambling is the key objective of the regulation of gambling in Finland and in its core lies the protection of minors from the disadvantages of gambling," said Laura Rinne, Senior Adviser of the National Police Board.

When determining the amount of the conditional fine, the NBI took into account the quality and scope of operations and the company’s ability to pay.

Veikkaus’ previous measures to prevent the marketing of gambling games to minors have been taken into consideration as a mitigating factor.

If Veikkaus continues the marketing of gambling games prohibited by the NPB, the Police Board may apply to the Market Court to order imposition of the conditional fine.

The Finnish gambling system is based on the statutory monopoly right of Veikkaus, wholly owned by the state.