The European Commission has received Finland’s finalised proposal to end its state-run gambling monopoly, opening the market to private competition. The Finnish government submitted the bill ahead of schedule, allowing a potential launch date of January 1, 2026, for a regulated competitive market. This restored the initial target, after it was briefly delayed to 2027.
A major update in the legislation now permits commercial gambling operators to offer horseracing betting, a shift from the government’s original stance to keep horseracing under a monopoly. Following stakeholder feedback, the Ministry of the Interior has promised financial support for the horseracing sector through the state budget.
The European Commission and other EU member states will assess the framework to ensure it aligns with EU legislation. Finland’s government aims to present a final draft to parliament during the spring session.
Published for public consultation in July, the draft legislation drew criticism from industry stakeholders. Concerns were raised that restrictive policies could limit competition and hinder effective channelisation to licensed services.
One key issue is the proposed ban on affiliate and social media marketing. The European Gaming and Betting Association cautioned that this ban could make it harder for licensed operators to compete, potentially driving customers towards unlicensed alternatives.
Meanwhile, VBet has partnered with Mindway AI to strengthen responsible gaming measures in the Netherlands, focusing on early detection of problem gambling. This partnership integrates Mindway AI’s GameScanner technology, an innovative tool that combines artificial intelligence with neuroscience to monitor player behavior in real-time and flag early signs of risky gambling.
The initiative aligns closely with VBet’s commitment to responsible gaming and regulatory compliance, aiming to create a safer and more secure betting experience for players in the Netherlands. Ed Quigley, VBet’s Regional Director for the Netherlands, said: “Our collaboration with Mindway AI equips VBet with proactive tools to identify potential gambling issues early on. This technology enhances our ability to provide a safe iGaming environment, which remains central to our values.”
Rasmus Kjaergaard, CEO of Mindway AI, stated: “With GameScanner, VBet offers a safer, more responsible betting experience, underscoring its commitment to player well-being.”
Also, the Dutch Association of Mental Health and Addiction Care has urged the Netherlands to introduce a total ban on all online gambling advertisements. The organisation argues that a complete advertising ban is crucial to protect young people and those vulnerable to addiction.
Currently, the Netherlands has strict regulations on gambling ads. Since July 1, 2023, gambling advertising has been banned on television, radio, in print, and in public spaces. While most online gambling ads are also prohibited, targeted ads are still permitted. This includes ads shown on social media, via direct emails, on on-demand streaming platforms, and even within online gaming environments.
In April, the Dutch parliament voted in favour of a full ad ban and restrictions on online slots. However, the government has yet to act on this motion. Officials argue that some level of advertising is essential to maintain “channelisation,” guiding users toward regulated gambling platforms.
Ruth Peetoom, chair of the Dutch Association of Mental Health and Addiction Care, said: “People, especially young people, are exposed too easily to the risks of gambling addiction. When gambling appears normal at a young age, the chances of developing problematic gambling habits increase significantly.”
In October, new online gambling deposit limits came into effect in the Netherlands.
