The National Police Board (NPB) of Finland has taken strong action against gambling influencers. In May 2025, the NPB banned several social media creators from promoting foreign gambling platforms to audiences in mainland Finland.
As a result, the influencers had to remove their gambling posts immediately and stop sharing new ones. One order came into effect in June, while another case is still being reviewed by the Administrative Court. Each decision includes a conditional €30,000 fine, which authorities will collect if the violations continue.
Social Media by Gambling Influencers Promotions Under Fire
The police explained that many influencers earned major financial rewards from gambling ads. They often used streaming platforms such as Twitch and Kick to reach followers in Finland.
In July, one content creator broke the rules again. Because they ignored earlier warnings, the fine of €30,000 immediately applied. NPB Senior Adviser Tomi Sallinen made it clear: only Veikkaus Oy, Finland’s state-owned operator, can market gambling. Even if ads come from abroad, once they reach Finnish audiences, they break the law.
Global Restrictions on Gambling Ads
Finland is not alone in this fight. Around the world, governments are tightening gambling advertising rules.
For example, France introduced strong restrictions that block influencers from promoting unauthorised gambling. Brazil also raised pressure, with the arrest of a popular creator who reportedly made $39.5m from offshore sites. Meanwhile, Spain and Italy have limited both the timing and frequency of gambling ads.
In addition, the UK now guides influencers and affiliates to avoid content that could target underage users. Australia and New Zealand also follow with strict measures to protect vulnerable players.
For more in-depth iGaming updates, check our iGaming News section.
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