Police to Investigate Veikkaus’ Advertising Practices
In a move that has garnered attention, police officials have announced plans to scrutinize the advertising practices of Veikkaus, Finland’s state-owned gambling monopoly.
Veikkaus has been actively promoting its casino games and slot machines through paid visibility on social media platforms, particularly focusing on its poker tournaments. According to reports from Pokerit magazine, the company has sought to amplify its presence online, indicating its intent to connect with the gambling community.
When inquired about the extent and platforms involved in this advertising strategy, Veikkaus communicated to the Finnish News Agency STT via email that its paid promotions are limited primarily to channels owned by Meta, utilized sparingly, and chiefly aimed at highlighting significant poker events.
In defense of its practices, the company asserts that it has not violated Finland’s Lottery law. Moreover, the National Police Board clarified in a statement to STT that while sharing information about gambling venues is permitted, the act of purchasing visibility does not inherently equate to marketing. Nonetheless, the Board expressed its intentions to delve deeper into this issue.
Looking ahead, Finland’s gambling landscape is poised for a significant transformation in 2027. At that time, the country will transition to a licensing model for online betting, which will effectively dismantle Veikkaus’ long-standing monopoly.