When it comes to mushing, one of the most challenging aspects is navigating the environment, manoeuvring beyond obstacles and working as a team with the dog pack to pull the sledge in the right direction.
The European Gaming & Betting Association (EGBA) is asking European gambling markets to take a similar teamwork strategy to tackle the “collective priority” of the black market and illegal operators, with multi-licensing being a “proven solution”.
As a result, Maarten Haijer, Secretary General of the EGBA, emphasised his belief that it is “inevitable” that Norway and Iceland follow Finland and move away from gambling monopoly systems and into the multi-licensing space.
Haijer and the EGBA are “pleased” that Finland has been able to create a multi-licensing system for its online gambling market, but have highlighted that there is still work to be done in the country and across the European continent.
A matter of time
Following the signature of Finland’s President Alexander Stubb last week on the new gambling act, the state-owned Veikkaus’ monopoly in the country has come to an end, with commercial gambling scheduled to go live on 1 July 2027.
The EGBA believes that Finland demonstrates that “no monopoly system – no matter how entrenched – is beyond reform when evidence and public interest align”. Especially when players move to black market operators in search of better prices.
“Similar deliberations about licensing are inevitable in Norway and Iceland – it’s only a matter of time,” Haijer said.
“With nearly 20 years of regulatory experience in Europe, it’s clear that full multi-licensing, for all products, offers the best pathway to create a well-regulated, competitive and consumer-centric market. This approach enhances consumer protection, increases tax revenues, and ensures stronger regulatory control of the market.”
The right regulatory framework across the continent’s jurisdictions will help battle “Europe’s growing black market”, says the association.
The EGBA stated that it must be a “collective priority” across the continent to tackle the black market, with multi-licensing being a “proven solution”, helping to grow the channelisation rate, better protect players and help markets earn tax revenue.
Finland’s regulatory direction
In Finland, interested parties can apply for a sports betting and online casino licence from March, yet Veikkaus will still maintain a significant presence, holding exclusive control over Lotto, Eurojackpot and physical slot machines.
The National Police Board will be in charge of licensing tasks up until June this year when regulatory decisions are handed to the Licensing and Supervision Agency. The process for B2B licences will begin in July 2027, with a licence becoming a requirement for the market by July the following year.
Players must be 18 years old to gamble, with identification required to verify age, as well as enable self-exclusion, consumption limits and self-monitoring. Licence holders must monitor player behaviour, providing tools to prevent gambling harm.
All licence holders must offer players an option to self-exclude via a centralised system, as well as exclusion from specific games or game categories. Operator-specific transfer limits must be present on accounts, with players having to set daily and monthly spending limits.
Advertising on TV, radio and in newspapers is allowed, in addition to a licence holder’s website and social media accounts, so long as it’s not interactive with consumers. Influencer and direct marketing by phone is prohibited.
Marketing must not target minors, feature anyone under 18, or be present on channels aimed at minors or at sports and other public events intended for minors. Restrictions on outdoor marketing are in place, while sponsorship deals can’t be agreed with under-18s, or with events, competitions or leagues aimed at minors.
All marketing material must include information on the gambling age limit and tools to manage gambling-related problems, as well as details on the licence and the supervisory authority, except for in radio advertising.
If the Gambling Act is breached, a licence holder could be ordered to stop the illegal activity, receive an administrative fine, a penalty payment for more serious infractions, or have their licence withdrawn.
