Press release 20 May 2026
According to a recent survey, Finns are fairly aware of the upcoming gambling reform and have clear views on the regulation of the industry as well as sports funding. About 80% of men and 54% of women have heard of the gambling reform, which is set to take effect on July 1, 2027.
Nearly a third believe that payment blocks are the most effective way to prevent gambling on illegal sites. A better and more competitive licensed offering is seen as the second most important measure.
A survey based on a sample of 1,000 Finns aged 18–65 explored citizens’ attitudes regarding the upcoming reform of the gambling system, the funding of sports, and the fight against illegal gambling.
Blacklists don’t work
Payment blocks are seen as the most effective single measure: Nearly a third of Finns (32.4%) consider payment blocks the best way to prevent gambling on unlicensed sites. Women believe in this method significantly more (38.2%) than men (26.7%).
There is little faith in public “blacklists” of illegal sites. 42.9 percent of respondents believe that blacklists would not prevent people from using unlicensed sites. A significant portion (40.7%) believe that the more attractive bonuses or promotions offered by foreign gaming sites are not good reasons to choose unlicensed sites over licensed ones. Only a quarter (24.1%) believe that a public blacklist works and prevents gambling on illegal sites. Women (28.0%) are slightly more likely than men (20.3%) to believe in the list’s effectiveness.
Similarly there is also little confidence in IP blocking, since only 10.7% of respondents consider IP blocking the best solution for preventing unlicensed gaming.
Opinions on improving licensed offerings are divided by gender. Among men, nearly a third (32.9%) support this approach. Among women, only 17.9% believe in its effectiveness.
The topic causes uncertainty
Overall, the topic is unfamiliar to many and causes uncertainty. According to the study, a significant proportion of Finns are unable to weigh up the relative merits of different methods. Almost a third (28.7%) cannot name the best method for combating unlicensed sites. 33.0% are unsure about the effectiveness of the blacklist.
Nearly 30% have no opinion on whether foreign gambling site bonuses drive people away from licensed operators. This suggests many people don’t realize how the unlicensed market operates or why others choose to use it. Furthermore, roughly a third of respondents (32.8%) are unaware of the upcoming gambling reform. The gender gap is significant: 46% of women are unaware of the changes, compared to just 20% of men.
The survey was commissioned by the gambling company Turtlebet in collaboration with the research firm Bilendi in April 2026. The survey was conducted by interviewing 1,000 people who represented a nationally representative sample of Finns aged 18–65. Of the respondents, 49.0% were women, 50.5% were men, and 0.5% were non-binary.
