Key points:
- Veikkaus has been fined €2.9m and given a three-month advertising ban for marketing breaches
- Violations involve ads placed in programs watched by minors, despite measures to avoid such placements
- Authorities are broadening the interpretation of acceptable advertising environments for gambling operators
Finnish operator Veikkaus has received a €2.9m ($3.07m) fine from the Police Board over violations of marketing regulations, along with a three-month advertising ban.
The penalty stems from advertisements placed in television programs watched by minors, an issue raised during a Police Board investigation earlier this year.
In May 2024, Veikkaus was asked to clarify its advertising practices after concerns were raised about ads appearing in programming accessible to minors.
The company cooperated with the Police Board, modifying its advertising strategy to avoid certain program environments.
Despite these measures, a July 2024 advertisement was flagged as a breach, prompting the recent fine and ban.
The Police Board’s decision broadens the interpretation of where gambling advertisements may appear, citing adult-oriented programs that may still attract younger viewers. Examples include popular Saturday night entertainment shows, which have a diverse audience.
Commenting on the development, Anu Kytö, Veikkaus’ Sales and Marketing Director, stated: “It seems that the Police Board may interpret the matter in a new and broader way. We have been in contact with the Police Board as soon as the decision was made and we are going through this issue with them. We need clarity so that we know how to act correctly.
“We are very sorry that, despite our joint development measures, our advertising has been seen in the advertising breaks of programs aimed at minors due to human error.”
Also commenting on the matter, Sauli Asikainen, MTV's Commercial Director, added: “Veikkaus has been buying TV advertising from us for years, with an age distribution set for the purchase: more than 70% of the program's viewers must be adults.
“This is a jointly agreed model that has been valid for years and is known to the authorities. Now we are waiting for possible new instructions.”
The advertising ban will take effect 30 days after notification, limiting Veikkaus' ability to promote its services during the three-month period.
