Wildz Group CEO Addresses Finnish Police Investigation Into Advertising Practices

Wildz Group CEO Sam Brown confirmed the company is cooperating with Finnish authorities after the National Police Board (NPB) flagged alleged illegal advertising activities targeting Finnish consumers through various marketing channels.

Finnish newspaper Iltalehti reported that the NPB has threatened the company with a suspended marketing ban and potential penalty payments related to promotions for its Wildz brand. The newspaper obtained documents from the NPB’s Lottery Administration, the regulatory body responsible for gambling supervision in Finland.

Company Maintains Open Dialogue with Authorities

The company stated that operators regularly receive correspondence from the NPB as part of its ongoing monitoring of gambling advertising within Finland’s borders.

"We have an open and transparent dialogue with the Finnish Police Board, and have complied fully with all requests we have received," Brown stated.

Police Outline Marketing Violations

According to Iltalehti, the NPB sent a formal request for information in early July, alleging the company illegally marketed Wildz to Finnish consumers. Under current Finnish law, only state-owned monopoly operator Veikkaus is permitted to advertise gambling services domestically.

Police ordered the company to "immediately cease" all Finland-facing marketing activities or face an enforceable ban backed by financial penalties. The documents reference potential additional penalty payments beyond the initial fines.

Authorities cited social media posts by former alpine skiing champion Kalle Palander, who featured Wildz on Instagram earlier this year. Palander co-hosts the Gämblers Cast podcast, where Wildz-related content has allegedly appeared. Palander told Finnish media outlets he does not understand his connection to the case.

Investigation Extends Beyond Social Media

Investigators indicated the suspected violations extend beyond Palander’s social media activity. The NPB is examining Wildz promotions on Finnish-language sports websites, advertising associated with a Mixed Martial Arts event, and a June incident in which Wildz offered to refund voided betting slips after a Finland-Poland World Cup qualifier was interrupted.

The NPB contends these instances collectively demonstrate illegal targeting of Finnish consumers through coordinated marketing efforts.

Company Response and Remedial Actions

According to Iltalehti, the company formally rejected the regulator’s conclusions but pledged to take steps to avoid sanctions. The Malta-headquartered group, which rebranded from Rootz to Wildz earlier this year, confirmed it would instruct affiliate partners to remove Wildz content and delete Finland-specific elements from its websites, including bank logos and Finnish-language text.

The company holds gaming licenses in Malta, Ontario, and Germany.

Finland’s Licensing Transition Raises Questions

Finland remains the only European Union member state enforcing a complete online gambling monopoly. The country is transitioning toward a licensing model, with the new regulatory framework scheduled to take effect on January 1, 2027.

In September, Finland’s Constitutional Committee warned parliament about the government’s proposed Gambling Act, stating key sections regulating gambling marketing "cannot be considered sufficiently precise" and must be clarified before the legislation can proceed.

The committee said the bill can only advance if amendments are made to sections covering marketing rules and prohibited practices, including tracking-based advertising. While the committee criticized vague language around "moderate marketing" and broad restrictions on prohibited practices, it deemed the marketing rules "generally acceptable" if ambiguities are resolved.

Industry experts have identified potential gaps in the draft bill’s proposed affiliate marketing ban.

Market Expert Provides Context

Finnish gaming lawyer and market expert Antti Koivula commented on the investigation’s broader implications.

"This case shows that the Finnish National Police Board continues to enforce the current monopoly framework – even though Finland’s new licensing system is now almost ready. It’s also worth noting that this is not the only ongoing investigation. The key question is whether the NPB will move from statements to action and issue further prohibition orders before the new regime takes effect. For any operator concerned, such a decision would be decisive – as it would effectively disqualify the company from obtaining a licence under the new system."

The NPB has not yet responded to requests for comment on the investigation.

Source: Next.io