A study in Finland has found online gambling ads contribute to problem gambling and financial harm, especially among online offshore gamblers.
The study was conducted by Iina Savolainen, a senior research fellow; Tomi Roukka, a senior specialist at the Finnish Institute for Health and Welfare; and Tampere University social psychology professor Atte Oksanen.
The research, titled “The impact of gambling advertising online: a longitudinal study on exposure and harm”, surveyed 1,530 Finnish adults aged 18 to 75 between 2021 and 2024.
Around 75% of respondents had encountered online gambling ads within the previous 18 months, with over 80% of males seeing online gambling marketing.
The study utilised the Problem Gambling Severity Index (PGSI) to measure the level of gambling harms faced by respondents.
Those gambling offshore are more frequently exposed to online gambling ads, while they also experience more severe problems from betting.
Encountering online gambling ads was found to “significantly” increase the risk of players becoming subject to debt enforcement, with offshore gamblers again particularly affected.
Additionally, problem gambling was found to be more prevalent among younger people, with individuals scoring five points or higher on the PGSI in either the 18-24 or 25-34 age groups. Only 2% of those aged between 65 and 75 were found to be problem gamblers.
Are new problem gambling prevention measures needed?
With the study finding online bettors in Finland are more exposed to both advertising and subsequent gambling harm, the study calls for more effective policy interventions to be implemented.
The research argues current regulations have only “limited impact” on offshore operators, despite these sites posing more of a problem to gamblers.
According to the study, policy responses should include stricter advertising restrictions, with more resources allocated towards gambling prevention and treatment services.
The study disputes the argument from operators that excessive restrictions on aspects such as advertising make regulated offerings less appealing, subsequently driving players into the black market.
“This line of argument is largely driven by commercial self-interest, and easing domestic advertising restrictions would unlikely achieve the protective outcomes the industry claims,” the study reads.
Finland to transition to licensing model
Finland’s gambling sector is currently preparing to transition to a liberalised market by 2027, with Veikkaus’ monopoly set to come to an end.
Previously, the state-owned Veikkaus held the exclusive rights to offer gambling, although it has struggled to compete with unlicensed peers that aren’t subject to the same restrictions.
The study warns the entrance of private competitors to the market will increase the visibility of gambling marketing.
This, the study argues, will require licensing proposals to be reevaluated to ensure they contain “clear restrictions” on advertising and high-risk gambling products.
“The Finnish Gambling Policy Programme states the prevention and reduction of gambling-related harm as its central goals,” the research states.
“However, our findings suggest that the planned transition to a licensing model contradicts these objectives if not carefully designed and accompanied by evidence-based harm reduction safeguards.”
As Finland prepares to end its monopoly, a new study has warned the transition to a licensing model needs to be “carefully designed” to alleviate problem gambling concerns.