The European Gaming and Betting Association has warned that current proposals in Finland’s multi-licensing model, such as the ban on affiliate marketing and social media advertising, “might backfire” and are “concerning.”

The Finnish government hopes to have the licensing system up and running by the start of September after plans were revealed in July.

Among the key aspects of the move are the end of Finland’s gambling monopoly and the creation of a new gambling regulator, a Finnish Supervisory Agency operating in the administrative branch of the Ministry of Finance.

However, EGBA chief Maarten Haijer said some areas of the move need “fine-tuning.”

He said the ban on affiliate marketing and social media marketing would outlaw channels which “play a key role in guiding consumers to licensed, regulated platforms.”

“Without them, players will drift to black market websites that don’t follow Finnish regulations or prioritise consumer safety,” Haijer said.

“Also, the proposed blanket ban on bonuses is concerning. While we support setting boundaries on bonusing, a complete prohibition will simply make any newly licensed operators less competitive against unlicensed ones.

“This risks pushing players towards unregulated sites, undermining the very consumer protections the legislation aims to establish and strengthen.”

The EGBA is therefore calling on affiliates to be brought into the regulatory framework and for the government to allow social media advertising under “clear rules.”

Guidelines for the “responsible use” of bonuses would also be welcome, Haijer said.

“For instance, a nuanced approach could involve prohibiting bonuses for players showing signs of problematic behaviour or setting clear rules on when and how bonuses can be offered.

“This strategy would allow operators to compete more effectively with unlicensed sites who will undoubtedly use bonuses to try to entice Finnish players away from regulated websites.

“These changes would better align Finland’s approach with the successful models seen across the EU, striking a balance between market competitiveness and robust consumer protection.

“Addressing the concerns about marketing restrictions and bonus regulations is crucial to ensure the new legislation achieves its objectives, safeguarding Finnish consumers while fostering a healthy, well-regulated online gambling environment.”