Responsible marketing
Responsible marketing plays a key role in preventing gambling-related harm
For us, responsible marketing means never giving a misleading impression of gambling or overstating the chances of winning.
All our marketing communications are guided by responsibility principles. These principles ensure that we promote our games in a sustainable and responsible way – and uphold our responsibility to players. In line with our strategy, these principles emphasize the importance of a safer gambling environment.
Every marketing concept undergoes a responsibility review, following a predefined process to ensure compliance with our responsibility principles. The National Police Board oversees the supervision of gambling advertising in Finland.
Our marketing aims to strengthen our brand, channel gambling into a legal and regulated environment, and promote safer gambling. As defined by the Finnish Lotteries Act, we do not market casino or slot machine games. Gambling is strictly for adults, and we do not target our marketing to minors.
"Responsible marketing is a key element of sustainable business practices."
Training and supervision in marketing communications
To ensure responsible marketing communications, all our content creators are required to complete and pass an online course on responsible marketing. Enhanced internal monitoring is also a key part of ensuring responsible content. Our marketing is additionally supervised by authorities, including the National Police Board.
Veikkaus’ Ethics Advisory Board regularly discusses issues related to marketing ethics and gambling-related harm. Topics concerning the responsibility of our marketing are also regularly reviewed by the company’s Executive Team and Board of Directors.