First apparent Finland gambling licence raises questions over offshore advertising

The first apparent online gambling licence in Finland has raised questions about how tolerant authorities will be of prior advertising in grey markets. Last week Wildz Group said it had become the first company to be granted an online gambling licence by the National Police Board of Finland (Junta Nacional de Policía de Finlandia, NPB). Finland will open its new iGaming market on 1 July 2027.

Announcement and reaction

Wildz Group, headquartered in Malta, announced the appointment through a spokesperson widely quoted in the trade press. The spokesperson said:

"Being the first operator to receive a gambling licence in Finland is a fantastic milestone for Wildz Group and a well-deserved reward for the hard work and dedication of our entire team throughout the application process."

The same representative added: "We look forward to working closely with the Finnish regulator to achieve the highest possible level of channelisation, ensuring that the new licensing regime is a success and delivers on its objectives." The National Police Board has not yet confirmed the news formally.

Marketing history and regulatory concerns

Wildz operated until June 2025 under the name Rootz. Before that change it attracted attention for advertising in a grey market that, according to reports, may have breached the marketing rules the NPB applies to advertising directed at Finland. The company has never been the subject of a formal sanction nor declared guilty of breaking Finnish law, according to records cited in the reports.

The Finnish paper Iltalehti reported that the NPB held frequent dialogue with the company until at least September 2025 over suspected illegal advertising. The regulator later confirmed publicly that it was considering imposing a fine on Wildz if it did not cease marketing aimed at Finland.

Much of the scrutiny focused on the programme Gämblers Cast and its most visible host, former downhill world champion Kalle Palander. The Finnish-language sports-oriented show at one time featured prominent Wildz branding; all brand mentions have been removed from new episodes.

NPB sanctions and measures in 2026

The National Police Board has set out a firm position on offshore advertising. A day before the Wildz announcement, the NPB published a statement listing the unprecedented number of sanctions for illegal gambling marketing imposed in recent months. The regulator said it frequently uses conditional fines to force companies to reduce illegal advertising, in addition to issuing what it calls prohibition orders.

The NPB said that so far in 2026 it has issued four prohibition orders and six conditional fines. Finland’s new gambling rules state that receiving a prohibition order excludes a company from applying for a licence for two years.

Juhani Wallinvirta, group manager at the NPB, said:

"The purpose of the threat fine is not to punish illegal activity, but to enhance compliance with the prohibition decision and ensure that illegal marketing effectively ends. Only Veikkaus Oy has the right to market gambling in mainland Finland."

Parallel cases: MagicPoro and the legal route

The conflict between grey‑market advertising and licence applications also affects MagicPoro. The Cyprus‑based operator was subject to a prohibition order for ads targeted at Finland and was fined €1.2m, as well as receiving an effective two‑year ban on applying to the new market in October 2026. That order was later suspended by the Administrative Court of Helsinki while it considers MagicPoro’s appeal.

In its appeal, MagicPoro revealed that it has also applied for a licence and intends to continue that application. Legal experts have said the case could extend beyond 1 July 2027; the time the court takes to resolve the appeal will determine whether the NPB may approve or reject MagicPoro’s application while the judicial process remains open.

Applicants’ perspective and demand for licences

Several industry firms have withdrawn from Finland ahead of the market opening, citing the risk that any targeted marketing could exclude them from the licensing process. The NPB says it has received 75 applications for licences to date, and analysts estimate up to 100 companies could apply before the market launch on 1 July 2027. Finland’s population is approximately 5.6m people.

Heikki Koivula, senior adviser at Nordic Law, warned companies that continue to run targeted advertising at Finland about the possible impact of that conduct on their suitability assessment for a licence. Koivula said the NPB bulletin on illegal advertising can be read as a warning that the regulator continues to monitor marketing while it faces the challenge of assessing applications.

What remains unresolved

It remains to be seen whether the NPB will formalise publicly the grant of a licence to Wildz Group and how it will apply rules relating to prior advertising in grey markets. The MagicPoro case and the numbers of sanctions and prohibition orders issued in 2026 will remain reference points when the regulator assesses future applications before 1 July 2027.

For follow‑up on policy and regulatory decisions consult our coverage on regulation and sector reactions in news.