Veikkaus fined for advertising gambling to minors

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

The decision, made on November 12, addresses Veikkaus’ marketing practices targeting minors, with a conditional fine of €2.9 million imposed to ensure compliance.

The NPB determined that Veikkaus violated the prohibition by airing gambling advertisements during television programs aimed at or appealing to minors. Despite a formal notice from the NPB in May 2024, subsequent monitoring revealed that the company continued these unlawful activities.

To comply with the prohibition, Veikkaus must cease all marketing in television broadcasts targeted at minors or deemed attractive to young audiences. Failure to do so could lead to enforcement of the €2.9 million fine.

Earlier this year, the NPB reported that Veikkaus had aired over 200 gambling advertisements during programs directed at minors in 2023 and spring 2024. These ads often appeared during weekend morning shows and family movies, times when minors are most likely to watch.

Laura Rinne, Senior Adviser of the NPB said:

This kind of marketing strategy is particularly reprehensible, as it targets minors. The primary goal of Finland’s gambling regulation is to prevent the harms caused by gambling, with a strong focus on protecting minors.

When calculating the conditional fine, the NPB considered the scale of Veikkaus’ operations and its financial capacity, as well as the company’s prior efforts to mitigate harm, which were acknowledged as mitigating factors.

Veikkaus, wholly owned by the Finnish state, operates under a statutory monopoly. If it continues to violate the prohibition, the Police Board may seek further enforcement action through the Market Court.