How Finland’s Strict New Marketing Laws Could Set a Precedent for Digital Advertising in Europe
If you follow digital marketing trends, you’ll want to keep an eye on Finland. The country’s new laws force platforms and advertisers to rethink how they use data and explain their ad choices. Suddenly, the rules are stricter, and you can’t rely on vague consent anymore.
These changes could ripple through all of Europe, reshaping what’s allowed online. So, what’s driving Finland to set such a high bar—and will others have to catch up?
Finland’s New Marketing Laws: What’s Changed and Why It Matters
Recent changes in Finland’s digital marketing framework are set to significantly impact how businesses advertise online and how users experience digital platforms. With updates aligned to the Digital Services Act (DSA), scheduled to take effect in February 2024, the legislation introduces stricter requirements around online advertising practices, content moderation, and platform accountability.
One notable shift is the obligation for platforms to clearly explain why certain content is blocked, restricted, or allowed, alongside improved mechanisms for reporting illegal material such as hate speech. The DSA also strengthens advertising transparency by limiting targeting based on sensitive personal data, reshaping how marketers approach audience segmentation.
These regulatory changes are particularly relevant for highly regulated sectors, including online gambling. Oversight of the new requirements will be handled by the Finnish Transport and Communications Agency (Traficom), with the European Commission supervising larger platforms. Overall, these measures aim to strengthen consumer protections, promote responsible digital marketing, and increase transparency across the online ecosystem.
An in-depth analysis of how Finland’s stricter rules affect influencer marketing and promotional bonuses is outlined here: https://www.globenewswire.com/news-release/2025/12/23/3209619/0/en/The-End-of-Influencer-Gambling-Bonusetu-Analyzes-Finland-s-Strict-New-Casino-Marketing-Laws.html
Data Privacy and Consent: Stricter Standards for Advertisers
In Finland, advertising practices are subject to stringent data privacy regulations, particularly concerning the collection and use of personal data.
Advertisers are required to obtain explicit consent before utilizing sensitive information, such as political opinions or health-related data.
The Finnish Data Protection Ombudsman oversees the enforcement of the General Data Protection Regulation (GDPR) to safeguard vulnerable groups, including children, and to ensure responsible data handling practices.
With the implementation of the Digital Services Act, targeting advertisements based on special categories of data is prohibited.
Finnish consumers increasingly demand transparency, with 70% expressing concerns regarding profiling.
Advertisers must provide clear justifications for data use and establish an accessible appeal process to align with these regulations.
Transparency: New Disclosure Rules for Digital Advertising
In Finland, digital advertisers are required to adhere to regulations that ensure transparency in online promotions. As of February 2024, Finnish law, in accordance with the Digital Services Act, mandates that online platforms provide clear explanations of their advertising systems. This includes disclosing the reasons for targeted advertisements, the use of personal data, and the factors influencing recommendation algorithms.
Additionally, users must be informed if content is removed or restricted, along with the reasoning and an option to appeal the decision. The Consumer Ombudsman is responsible for enforcing clear ad labeling to prevent undisclosed promotions.
Regulatory agencies, such as Traficom, monitor compliance and require transparent reporting from platforms. These measures aim to establish a transparent digital advertising environment, which may influence similar standards across Europe. This approach is intended to enhance user awareness and control over how their data is utilized in the digital advertising landscape.
Protecting Children From Targeted Advertising in Finland
In response to growing concerns regarding online safety for children, Finland has implemented stringent regulations to protect minors from manipulative digital advertising.
Regulations under Finland's Digital Services Act require transparency from digital platforms, especially in handling sensitive data such as health information.
The Consumer Protection Act prohibits misleading, aggressive, or inappropriate marketing directed at children. The Consumer Ombudsman is tasked with closely monitoring adherence to these regulations.
Additionally, strict guidelines are in place to ensure that harmful or exploitative advertisements aren't visible to children, both in physical spaces and online. Platforms are required to provide clear explanations for their advertising decisions and must offer users the opportunity to appeal, ensuring transparency in the handling of children's data.
Advertising Compliance: What Businesses Must Do to Follow the Law
In Finland, businesses involved in marketing activities must adhere to stringent compliance requirements designed to protect consumers, including children, from digital advertising.
The Consumer Protection Act mandates that advertisements mustn't employ false, misleading, aggressive, or confusing tactics.
It's essential for advertisements to be easily identifiable, respect consumer privacy, and include all necessary information.
To ensure adherence to these regulations, businesses should establish written agreements with their marketing agencies, clearly delineating the responsibilities for complying with relevant laws, such as the General Data Protection Regulation (GDPR) and the Unfair Business Practices Act.
It's also crucial to be aware of and comply with channel-specific rules, particularly those applicable to digital and social media advertising.
Consultation with regulatory authorities, such as the Consumer Ombudsman or Traficom, can provide further guidance.
Additionally, the Finnish Competition and Consumer Authority’s website serves as a valuable resource for understanding and implementing compliance measures effectively.
Platform Obligations: Handling Illegal Content and User Complaints
When users report inappropriate or illegal content online, platforms are obligated under the Digital Services Act to provide a straightforward and cost-free method for such reports.
This includes issues like hate speech or copyright violations.
Platforms are required to inform users about the actions taken in response to their reports, whether that involves removing the content or restricting access to it.
Furthermore, users have the right to contest these decisions through the platform's appeal process, promoting transparency and accountability.
In Finland, the Finnish Transport and Communications Agency (Traficom) is responsible for ensuring that these reporting systems function effectively.
However, Traficom doesn't assess the legality of the content itself.
At the European Union level, particularly large platforms are subject to heightened scrutiny to ensure compliance with these obligations.
This framework aims to create a balanced approach that respects both user rights and platform responsibilities.
Regulators and Enforcement: Who Oversees Compliance and What Are the Penalties?
In Finland, the regulation of digital advertising compliance is primarily overseen by the Consumer Ombudsman, who ensures adherence to the Consumer Protection Act.
Should a digital service violate content or transparency regulations, Traficom is responsible for enforcement under the Digital Services Act.
For issues related to data protection in targeted advertising, the Data Protection Ombudsman enforces compliance with GDPR standards.
Penalties for non-compliance may include fines and financial compensation, particularly in instances of deceptive practices.
The enforcement process is further supported by decisions from the Consumer Disputes Board and the Market Court, which handle disputes and issue sanctions when rules are breached.
Could Other EU Countries Follow Finland’s Lead on Advertising Rules?
How likely is it that other EU countries will look to Finland as a model for digital advertising regulation?
Finland's strict implementation of the Digital Services Act indeed sets a notable example.
The coordinated oversight by agencies like Traficom and the emphasis on consumer protections highlight a structured approach to regulation.
Other EU members might consider adopting similar frameworks to address enforcement challenges.
Finland’s rules focus on transparency, prohibiting misleading advertisements, and safeguarding minors, making their approach a viable option for EU countries seeking to enhance regulatory standards.
As the EU Commission examines harmonized standards, it's reasonable to expect that similar regulatory approaches could be implemented across Europe’s digital advertising sector.
What Finland’s Marketing Law Means for the Future of EU Digital Advertising
Finland's stringent marketing law could potentially influence the future trajectory of digital advertising regulations within the European Union. For those engaged in digital marketing, this is a development worth monitoring.
Finland enforces strict transparency rules and the Digital Services Act (DSA), which may encourage the EU to standardize online advertising practices, thereby reducing misleading strategies and closing existing regulatory loopholes.
With explicit guidelines for influencers and oversight by authorities such as Traficom, Finland offers a model for regulatory consistency across Europe.
As the European Commission examines potential regulatory gaps, there might be a movement towards enacting legislation akin to a Digital Advertising Act.
This would aim to establish harmonized protections and requirements within the EU's digital advertising framework.
Conclusion
If you’re navigating digital advertising in Europe, Finland’s strict new marketing laws should grab your attention. These rules push for real transparency, respect for user data, and tougher protections for vulnerable groups. As EU-wide standards evolve, you’ll likely see similar requirements rolled out across member states. Staying ahead now means adapting your strategies to meet higher ethical expectations, avoid penalties, and build stronger trust with your audience in this new era of digital responsibility.
