Key points:
- QMRA’s report exposes how Finland’s affiliate marketing ban could allow unlicenced gambling sites to appear in search results
- Research highlights the role of SEO affiliates in helping consumers find licensed operators
The Finnish Government's proposal HE 16/2025 VP seeks to ban affiliate marketing in its newly regulated online gambling market because of misinformation, regulatory uncertainty, consumer protection and tax avoidance. Recently, research from Quality Mark Responsible Affiliates (QMRA) showcases the impact of this proposal.
QMRA research, however, suggests banning affiliate marketing in Finland’s online gambling sector could result in increased illegal gambling activity. Evidence from the Netherlands suggests that restricting SEO affiliates results in unlicenced operators dominating search results.
Since regulating online gambling in 2021, the Netherlands has dealt with unlicensed platforms using SEO and Google Ads to appeal to certain groups of players, including minors and self-excluded individuals. This could lead to more illegal sites which often lack consumer protections, as they do not enforce responsible gambling measures.
This is also associated with fraud and money laundering due to many unregulated operators accepting anonymous payments. QMRA suggests that Finland consider a structured affiliate marketing framework instead of an outright ban to support player protection and market integrity.
Good to know: The full QMRA report details how SEO affiliates contribute to a safer gambling environment
Steven Vrolijk, QMRA Director, stated: “The Dutch market has taught us a lot about how illegal operators adapt. We've also seen that proactive, responsible affiliates play a crucial role in pushing back against them.
"SEO affiliation is a form of advertising that only appears when a consumer is actively searching for gambling options. If Finland bans legal affiliates, its search results may soon be dominated by illegal results.”
