As Finland plans to open up the online gambling market in the next 2 years, the Finnish government is actively discussing its regulation. In particular, there are discussions about a potential ban on affiliate marketing. According to by the global organisation Quality Mark Responsible Affiliates (QMRA), such a restriction could have negative consequences for the future of the legal market.
According to the Finnish government’s proposal HE 16/2025 VP, affiliate marketing poses a risk of misinformation by equally supporting both legal and illegal operators. It does not sufficiently protect consumers and allows foreign operators to evade taxes.
Focusing on the Netherlands
QMRA analysts cite the experience of the Dutch regulated market as a positive example. Since its launch in October 2021, SEO from affiliate marketing has played a crucial role in directing consumers toward licensed operators in the Netherlands. Under the Dutch Online Gambling Act, affiliate marketing remains authorised.
The policy set by the Dutch Gambling Authority (Kansspelautoriteit) explains that marketing must always be related to directing players to licensed online gambling platforms. Affiliate marketing remains one of the legal customer acquisition tools for licensed online gambling platforms. Advertising on television and radio, billboards, and print media is no longer permitted, but targeted online advertising remains allowed.
The local regulator, Keurmerk Verantwoorde Affiliates (KVA), enforces gambling laws while maintaining ethical standards. The regulation of affiliate marketing, which is the responsibility of the KVA, has enabled the Dutch market to curb the activities of illegal operators and protect vulnerable consumers.
Benefits of affiliate marketing for the legal market
This study emphasises the benefits of legal affiliate marketing in general. Typically, illegal gambling operators aggressively utilise SEO opportunities to attract vulnerable individuals, such as minors and self-excluded players. They dominate the search results because there is no legal alternative, which affiliates help promote.
QMRA focuses on the international iGaming market, ensuring socially responsible affiliate programs in Germany, the UK, Sweden, Denmark, Norway, Spain, and the state of Michigan. Having successfully launched the Dutch KVA programme immediately after the Dutch remote gambling legislation, it is implementing a similar system in the Finnish market. The initiative aims to certify affiliates that comply with Finnish gambling regulations, counter the promotion of illegal operators, and protect consumers.
This article was first published in Russian on 31 March 2025.
