Affiliate Ban in Finland: Risks and Possible Consequences
Why Finland Wants to Ban Affiliates
Finland is considering a complete ban on SEO affiliates in the online gambling sector. Bill HE 16/2025 VP proposes several reasons for this:
- Dissemination of false information;
- Difficulty in distinguishing between licensed and unlicensed operators;
- Lack of consumer protection;
- Tax evasion (most affiliates are registered abroad).
While these measures aim to increase control, the experience of other countries shows that a ban can lead to negative consequences.
The Netherlands’ Experience: The Dangers of a Total Ban
In 2021, the Netherlands introduced similar restrictions, which led to a rise in illegal activities:
- Search engine results were flooded with offshore websites;
- The promotion of anonymous payments and “casinos without limits” increased;
- Risks grew for underage and self-excluded players;
- Illegal affiliates spent $1.6 million on Google Ads in February 2024 alone.
The ban did not solve the problems; instead, it exacerbated them.
An Alternative Approach: A Regulated Affiliate Model
In response to the failure of restrictive policies, the Netherlands introduced the certification system Keurmerk Verantwoorde Affiliates (KVA). This model enabled:
- Limiting the influence of illegal operators;
- Ensuring protection for vulnerable players;
- Maintaining market transparency.
The QMRA organization suggests that Finland should follow this path and implement affiliate certification instead of a ban.
Conclusion
Banning SEO affiliates may not only fail to resolve existing issues but could also worsen them by opening the market to illegal operators.
The experience of the Netherlands shows that regulation and certification of affiliates are more effective measures for protecting players and controlling the industry.
Implementing a certification system similar to KVA can help Finland avoid negative consequences and create a safer online gambling market.