QMRA Report: Risks of a potential iGaming affiliate ban in Finland
The Finnish online gambling market is undergoing significant regulatory changes, the online market is about to open (in 2026, or 2027). As part of this transition, discussions are taking place regarding the potential ban on affiliate marketing.
Finland is planning to ban affiliate marketing in its newly regulated online gambling market. The Finnish Government proposal HE 16/2025 VP sees affiliate marketing as problematic for the following reasons: risk of misuse by presenting incorrect information, blurring legal boundaries (difficulty distinguishing licensed and unlicensed operators), a lack of consumer protection (by not being neutral) and tax avoidance (as most affiliate operators are foreign registered).
However, lessons from the Dutch regulated market suggest that such a ban could have unintended consequences.
Insights from the Dutch Experience
Since the launch of the regulated Dutch iGaming market in October 2021, SEO affiliate marketing has played a crucial role in directing consumers toward licensed operators. The Keurmerk Verantwoorde Affiliates (KVA) was established to ensure compliance with gambling laws while maintaining high ethical standards. By regulating affiliate marketing, the Dutch market has been able to reduce exposure to illegal gambling operators and protect vulnerable consumers.
The Risks of a Ban on Affiliate Marketing
Recent studies highlight the risks of banning legal affiliate marketing. In the Netherlands, illegal gambling operators have aggressively used SEO and Google Ads to target players, especially vulnerable individuals such as minors and self-excluded gamblers. Without a legal alternative, search results are dominated by unregulated operators, leading to increased consumer risk.
Key risks include:
- Increased exposure to illegal gambling sites.
- Lack of responsible gambling measures.
- Targeting of self-excluded players and minors.
- Higher risk of fraud and money laundering.
The Solution: A Regulated Affiliate Framework
A well-regulated affiliate marketing structure, such as the KVA model, can mitigate these risks. Legal affiliates help steer consumers toward licensed operators, ensuring compliance with responsible gambling measures. In the Netherlands, regulatory authorities and the government have acknowledged the importance of controlled SEO affiliate marketing.
QMRA (Quality Mark Responsible Affiliates) is now introducing a similar framework for the Finnish market. This initiative aims to:
- Certify affiliates that comply with Finnish gambling regulations.
- Monitor and counteract illegal gambling promotion.
- Protect consumers through responsible marketing practices.
Download the Full Report
Our detailed report, The Importance of SEO Affiliate Marketing for the Finnish Regulated Online Gambling Market, provides in-depth insights into the Dutch experience and its relevance for Finland. Learn how regulated affiliate marketing can contribute to a safer and more sustainable market.
