Finland’s state-owned gambling company Veikkaus has received a €2.9m fine from the National Police Board over a breach of advertising regulations.
The fine is accompanied by a marketing prohibition and relates to a failing in July where an advertisement was misplaced.
The matter also introduces concerns over whether ad placements in adult-targeted TV programs might appeal to those under the legal age to gamble, such as on Saturday evenings.
Veikkaus’ sales and marketing director, Anu Kytö, said the company is reviewing the matter with a view to ensuring compliance with regulations going forward.
“It seems that the Police Board may interpret the matter in a new and broader way. We have been in contact with the Police Board as soon as the decision was made and we are going through this issue with them,” Kytö said.
“We need clarity so that we know how to act correctly.
“We are very sorry that, despite our joint development measures, our advertising has been seen in the advertising breaks of programs aimed at minors due to human error.”
The marketing ban is valid for three months.
“Veikkaus has been buying TV advertising from us for years, with an age distribution set for the purchase: more than 70 per cent of the program's viewers must be adults. This is a jointly agreed model that has been valid for years and is known to the authorities. Now we are waiting for possible new instructions,” MTV's commercial director Sauli Asikainen said.
