Finland’s draft recommendations on responsible gambling, published as part of preparations for a shift to a licensing model, have provoked a lively consultation ahead of the 24 February deadline as industry and welfare groups weigh in on the direction of player-protection rules. According to recent commentary, the draft signals tougher compliance expectations that could reshape operator obligations as the country moves away from a monopoly system. Sources indicate the proposals include proposals for centralised monitoring and proactive intervention requirements that would raise compliance burdens for prospective licensees. (Sources: Nordic Law, recent developments overview)

Legal advisers specialising in the gambling sector have been among the most vocal critics. Nordic Law argues the draft underestimates existing capabilities of artificial intelligence and machine-learning systems to detect harmful play patterns and should not treat such models as inherently inadequate for meeting statutory duties. The firm cautions that the text relies more on policy assumptions than independent empirical validation. (Sources: Nordic Law critique, recent developments overview)

Nordic Law instead urges regulators to promote the adoption of AI-driven risk-detection tools by licence-holders, to require transparent documentation of how those systems operate, and to insist on regular reporting of model performance to supervisory authorities. The firm frames such measures as a way to both strengthen player protection and allow regulators to assess effectiveness rather than to outlaw particular technologies. (Source: Nordic Law critique)

A related concern is that an overly prescriptive rule set could unintentionally drive a portion of play to unregulated offshore sites. Advisers and some industry representatives warn that bans or tight limits on affiliate marketing, stricter social media promotion rules, constraints on acquisition bonuses and a prohibition on cryptocurrency wagering would disadvantage regulated operators relative to offshore rivals who could continue to offer those services. They say that could weaken channelisation goals that underpin the reform. (Sources: Nordic Law critique, analysis of stricter RG rules)

Not all respondents share the industry’s emphasis on operational flexibility. Finland’s national gambling support service argues the draft still leaves too much discretionary space for operators to define their own duty-of-care measures, and warns that profit motives can erode effective safeguards unless obligations are clear and enforceable. The helpline also points to risks that company-specific limits will fail to curb harm if players can simply migrate across platforms without centralised tracking. (Sources: Peluuri mission and contact information)

A broader cross-section of stakeholders has submitted views during the consultation, including competition and consumer authorities, payments firms and regional welfare bodies, reflecting a wide-ranging debate over marketing limits, spend-monitoring and the role of technology in prevention. Industry advisers note these inputs will be weighed as the government and regulators finalise implementing details ahead of the transition timetable. (Sources: analysis of stricter RG rules, recent developments overview)

The choices made now could materially affect the shape and commercial viability of Finland’s newly liberalised market. Government proposals and subsequent guidance that increase monitoring demands or impose rigid marketing and product restrictions may improve some aspects of protection but, critics warn, could also raise entry costs and incentivise migration to the black market. Conversely, advocates for stronger statutory duties say only firm obligations will reliably reduce harm among heavy users. The debate will likely determine how Finland balances public-health objectives with the pragmatic aim of keeping play within regulated channels as the licensing regime is rolled out. (Sources: Nordic Law critique, government proposal summary)

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Source: Noah Wire Services