Veikkaus is reportedly the subject of an investigation from Finland’s National Police Board over the potential illegal promotion of online casino games on social media.
As first reported by gambling news publication Pokerit magazine, the state-owned operator has purchased advertising space on social media for online and in-person poker tournaments during 2025.
Between April and September, Veikkaus has promoted poker tournaments held both online and at the company’s brick-and-mortar casino location, Casino Helsinki.
The Finnish News Agency STT added that Veikkaus published sponsored posts on Meta’s Facebook and Instagram platforms, promoting events such as the Casino Helsinki Rock Pokeri tournament and the casino’s weekly tournaments.
Paid ads also marketed the operator’s April Fools’, Easter and €100k online poker tournaments.
One of the ads for Casino Helsinki displays information about the casino’s location and the types of games available on site, along with the tagline: “Casino entertainment in the heart of the city”.
The sponsored nature of the posts mean they possibly could have been seen by users who don’t follow any Veikkaus accounts on either platform.
As per Finland’s Lottery Act, the promotion of casino games such as poker is prohibited outside of the physical venues where the games take place.
Only factual information about the venues is allowed to be promoted. Any persuasive content is not permitted.
As Finland’s monopoly operator, the Lottery Act permits Veikkaus to organise such poker tournaments, in addition to providing minimal, factual promotion.
Johanna Syväterä, chief inspector of the Lottery Administration from the National Police Board, confirmed the body will be looking into whether any of Veikkaus’ marketing practices had breached legislation.
“We need to look into this and see if any measures need to be taken regarding Veikkaus,” Syväterä said. “Poker is one of the so-called games subject to a marketing ban, but Veikkaus is still allowed to provide information about the location of these games. This is therefore an exception to the marketing ban.
“Providing location information must not include the same experiential elements as marketing.”
If Veikkaus is found to be in breach of marketing regulations, it could be subject to a marketing ban and a potential fine.
In response, Veikkaus confirmed it was cooperating with the National Police Board and was “in no way” breaching any regulation.
A Veikkaus statement read: “Compliance with the Lottery Act is a matter of course for us and the starting point for everything.
“Veikkaus is in no way acting in violation of the Lottery Act, not in this case either. That is why we have also sought the opinion of the National Police Board before we have exported poker-related gaming location information to our external channels.”
In September, the National Police Board fined three social media influencers €30,000 (£26,100) each for illegally promoting gambling in Finland.
Finland’s newly regulated market is set to launch in 2027, which will put an end to Veikkaus’ current monopoly.
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The post Report: Veikkaus under investigation over illegal poker promotion first appeared on EGR Intel.
Finland’s state-owned operator reportedly subject to National Police Board probe after promoting information regarding online casino tournaments on social media
The post Report: Veikkaus under investigation over illegal poker promotion first appeared on EGR Intel.