Finland’s attempt to hard-wire strong player protection into its upcoming licensed gambling market is already facing resistance from operators, who warn that overly restrictive rules could undermine channelisation before the system has even launched.
At the centre of the debate is a consultation opened on 30 January by the Gambling Risk and Harm Assessment Group (GRHAG), a body operating under Finland’s Ministry of Social Affairs and Health. The group has proposed a suite of player protection measures that would apply across the entire future licensing regime, with stakeholders given until 24 February to respond.
So far, two international operators have gone on record – and both are pushing back.
Cross-operator loss limits raise alarm
One of the most controversial proposals is a centralised, cross-operator loss limit register. Under this model, players would face a single loss cap across all licensed operators, rather than setting limits individually with each platform.
GRHAG argues the approach would reduce harm by preventing players from bypassing controls through account hopping. Operators, however, see a different risk.
SkillOnNet, which operates brands including PlayOJO, warned that low universal limits could backfire by forcing players out of the regulated system entirely.
“A forcibly closed gaming account is always a negative customer experience,” the company said in its submission. “Every time a customer is directed to look for a new gaming location, the risk of finding a site operating outside the system increases.”
SkillOnNet argued that strict limits cannot be considered in isolation, particularly when Finland’s new Gambling Act already introduces sweeping structural change. In its view, piling restrictive controls on top risks making licensed platforms less usable than offshore alternatives.
Channelisation fears echo Germany
Wildz Group raised similar concerns, framing the issue as one of market viability rather than operator convenience.
The company pointed to Germany as a cautionary example, citing studies suggesting that only 20–30% of gambling activity is channelled to licensed operators in highly restrictive regimes.
“If the restrictions presented in the recommendations were applied in Finland without an assessment of the channelling effects, it is justified to assume a similar outcome,” Wildz said.
For operators preparing to enter Finland’s newly liberalised market, the fear is that the legal framework could replicate the very dynamics it is meant to fix: a strong offshore presence thriving alongside a constrained licensed sector.
“Make legal gambling the better option”
SkillOnNet’s response went beyond criticism of individual tools and questioned the broader regulatory philosophy. The operator argued that consumer protection is best achieved by making licensed gambling clearly more attractive than illegal alternatives, not by narrowing the legal offer.
According to the company, regulatory focus should shift toward enforcement against unlicensed operators, robust self-exclusion systems, and ensuring licensees meet their duty of care obligations – rather than imposing blanket limits that apply regardless of individual risk.
The operator also noted that Finland’s decision to dismantle the Veikkaus monopoly was driven by reality: the state operator controls only around 50% of the market, with the remainder already flowing to offshore sites.
More controls on the table
Beyond loss limits, GRHAG has proposed a tiered intervention model requiring operators to continuously monitor behaviour, define risk indicators, log player interactions, and document outcomes.
Young adults aged 18–24 are also flagged as a high-risk group, with recommendations for lower thresholds and stricter protections.
Notably, the group also urged caution on artificial intelligence, warning that AI-driven harm prediction tools remain immature and should not play a primary role in player protection decisions – a position that contrasts with trends elsewhere in Europe.
What it means for Finland’s new market
Finland’s re-regulated gambling market is due to open in July 2027, with licence applications beginning this March. While the legislative framework has already been approved, key safer gambling measures are still being finalised – and operator feedback now sits squarely in the spotlight.
The early backlash highlights a familiar regulatory dilemma: push protection too far, too fast, and the legal market may struggle to compete with offshore operators offering frictionless play.
Whether Finnish authorities adjust course will signal how seriously channelisation is being treated as a policy objective. For operators weighing market entry, the final shape of these rules may determine whether Finland becomes a growth opportunity – or another cautionary tale.