The proposal would dissolve Veikkaus' exclusive rights in areas such as online sports betting and digital slot machines.

Instead, international gambling firms would be permitted to apply for operating licences, allowing them to enter the regulated Finnish market under national laws.

Veikkaus would retain its monopoly on lottery draws, scratch cards, and physical slot machines and casinos. All gambling services would remain restricted to adults, with mandatory identity verification applied across the sector.

The Ministry of the Interior said the objective is to guide gambling into regulated channels and reduce gambling-related harm. According to Minister Mari Rantanen, the reform aims to strike a balance between harm prevention and a licensing model that encourages companies to join the legal market.

The reform comes in response to the growing share of online gambling revenue flowing out of the country. The Finnish Competition and Consumer Authority estimates that half of the money spent by players in Finland on online gambling currently goes to foreign companies.

A new licensing and supervisory authority is scheduled to begin operations in 2026. It will take over responsibilities from the current regulator, the National Police Board, starting from the beginning of 2027. The new agency will oversee licensing, marketing compliance, technical audits, and enforcement actions.

Advertising restrictions would form a core part of the updated legal framework. Influencer marketing would be prohibited, and the most addictive games, including digital slot machines and online casinos, could not be promoted outdoors or near schools. Sponsorship and controlled advertising on licensees' own websites and social media channels would be allowed.

The proposed law would also introduce gambling loss tracking through a unified system. Consumers would be able to impose self-exclusion across all licensed providers and set financial limits on gambling. Gaming operators would be required to implement safeguards to detect and respond to misuse or abuse of betting services.

Under the new model, state revenue from gambling would be collected through corporate tax and licensing fees. Veikkaus would continue to pay dividends to the state and apply for exclusive licences for those games it retains.

Licences for private operators could be issued from early 2026, with legal operations permitted from January 2027.

The government says the legislation is based on the coalition programme of Prime Minister Petteri Orpo, and aligns with similar reforms introduced in Sweden, Denmark and other European countries. The proposed changes are pending parliamentary approval.