Affiliate ban in Finland could put player safety at risk

In Finland, 2027 stands out as the year Veikkaus's long-standing monopoly on online betting and gaming will end. More than 50 companies have expressed interest in obtaining licenses for the new market. At the time of writing, 18 companies had received approval from the National Police Board.

Under the regulation, affiliate companies, meaning referral sites, will not be able to promote licensed betting sites and online casinos. The step is said to have been taken to protect players. However, some industry representatives are concerned that the rule could give unlicensed sites an advantage.

Jacob Ljunggren, product director at Leadstar Media, spoke to SBC News on behalf of the company that operates sites such as Oddsbonusar.se and Casinodealen.se about his concerns regarding player safety in Finland. According to Ljunggren, operators entering the new market need to give Finnish players a reason to leave their habits and familiar brands behind and choose them instead. Stating that the product must reach a certain level of quality, Ljunggren believes it is important to make clear in messaging that the licensed option is safe, while adding that highlighting local payment methods may not be as important.

Given the restrictions on marketing and welcome offers, Ljunggren says the emphasis on safety will become even more important. He also notes that many players turn to affiliate sites to find and compare betting sites and casinos. It is stated that if these sites are shut out, competing with unlicensed sites could become harder.