The broadcaster was found to be advertising gambling services to the Finnish market during ad breaks for several years, despite overseas operators and broadcasters being prohibited from marketing to Finnish players.
This was detected by Finland’s National Police Board on the Eurosport 1 TV channel broadcasted in the country. The ads were deemed to be targeting Finnish players as they included Finnish bank credentials as an authentication option, and they were in Finnish.
The fine accompanies a three month ban on Eurosport advertising gambling services in the country.
Senior adviser at the Gambling Administration’s Police Board Anna-Emilia Sirén said: “The supervision process in accordance with our legislation gives companies the opportunity to alter their operations and have their views heard. As an authority, we take the other party’s views into account, but if necessary, we prohibit the activity that we consider unlawful.
“The marketing of gambling services is strictly regulated in the Lotteries Act in order to protect consumers from the harm caused by gambling. Cross-border marketing of gambling, in violation of the Lotteries Act, aims to increase gambling and impedes achieving the goals set for the Finnish gambling system.”
The Finnish government submitted proposals to parliament for a revised Lottery Act last month.
Under the new rules, monopoly operator Veikkaus would no longer be permitted to advertise slots.