In a decisive move to protect minors, the Finnish Police Board has imposed a stringent prohibition against Veikkaus Oy, the state-owned gambling monopoly, for its advertising practices deemed illegal under the Finnish Lotteries Act. This regulatory action culminates in a EUR 2,900,000 conditional fine, underscoring the seriousness of the violations and the commitment of Finnish authorities to safeguard underage individuals from the risks of gambling.
Incident overview and regulatory findings:
On November 12, 2024, the Gambling Administration of the Finnish Police Board delivered its verdict against Veikkaus for its marketing strategies that specifically targeted minors, a clear violation of the Finnish Lotteries Act. The scrutiny began earlier in May 2024 when Veikkaus was first notified about its transgressions. Despite the warning, subsequent supervisions revealed that the company persisted in its unlawful activities, leading to this recent prohibition.
According to the findings, Veikkaus repeatedly exploited advertising slots during children’s programming and family movie times, particularly on weekend mornings and Saturday family movie blocks, to market gambling. According to Poliisi, this tactic has been heavily criticized, with Laura Rinne, Senior Adviser at the National Police Board, stating, “Most of the television marketing targeted at minors has been carried out on weekend mornings and in connection with family movies on Saturdays. Such activities can be regarded to constitute a particularly condemnable marketing strategy, because the target group comprises minors. Prevention of disadvantages caused by gambling is the key objective of the regulation of gambling in Finland and in its core lies the protection of minors from the disadvantages of gambling.”
The directive from the National Police Board requires Veikkaus to eliminate all marketing activities connected with television broadcasts that target or appeal to minors. Should Veikkaus fail to comply, the conditional fine will be executed, and further non-compliance could lead to additional legal action by the Police Board through the Market Court to ensure enforcement.
Broader implications and preventative measures:
The imposition of such a significant fine not only aims to correct Veikkaus’s current practices but also serves as a deterrent to other companies that might consider similar approaches. The fine also reflects the broader regulatory ethos in Finland, which aims to ensure that gambling activities are conducted responsibly, with a significant emphasis on legal protections for participants, particularly minors. The Finnish gambling system, operated under the monopoly of Veikkaus, is designed to prevent misuse, criminal activities, and the broader adverse effects of gambling on society.
This incident highlights the Finnish government’s proactive stance in regulating and monitoring gambling activities to ensure they do not harm vulnerable populations. It also underscores the essential role of regulatory bodies in enforcing laws designed to protect public welfare and in instituting corrective measures when companies stray from legal and ethical practices.