As Finland prepares to shift from a gambling monopoly to a licensing system, a new study reveals that public attitudes towards gambling have remained largely negative over the past twelve years, particularly among women and younger age groups. The findings were published in the journal Nordic Studies on Alcohol and Drugs.
The cross-sectional population study, conducted across 2011, 2015, 2019 and 2023, highlights consistent scepticism towards gambling. Although attitudes slightly improved in 2015, every other year showed generally unfavourable views. Using the eight-item Attitude Towards Gambling Scale, researchers found that both men and women held critical perspectives, but women consistently reported more negative attitudes than men.
Among women, younger respondents aged 15 to 29 grew increasingly critical over time, while women over 45 displayed a gradual softening in views. For men, younger age groups also shifted towards more negative attitudes, though men aged 60 to 74 were more inclined to view gambling favourably by 2023. Only men aged 45 to 59 expressed favourable views in the most recent survey.
Despite these trends, 2015 marked a unique year. During this period, the public appeared less engaged with gambling-related issues. This detachment was mirrored in more favourable attitudes, especially among men. Since then, rising public awareness of gambling-related harm, fuelled by critical media coverage and survivor stories, appears to have contributed to a growing distrust of the gambling industry.
The Finnish government has announced plans to dismantle its gambling monopoly and introduce a licensing model from January 2026. This change is intended to reduce gambling-related harms and improve oversight of the online market. However, the study suggests that this policy shift arrives at a time when the public remains sceptical of gambling’s place in society.
Interestingly, the decline in gambling participation contrasts with the relative stability of attitudes. While weekly gambling was most common in 2011, by 2023 most people gambled less than once a month. Researchers suggest that this reduction may be influenced by policy changes such as mandatory identification for slot machine use and a reduction in the number of electronic gambling machines.
The study also noted that women may develop more unfavourable views partly because they are more often affected by a family member’s gambling problems. Conversely, men may be more prone to risk-taking and view gambling as socially acceptable, which may account for the more fluctuating attitudes recorded among male participants.
While these findings shed light on how gambling attitudes vary by gender and age, the report also acknowledges its limitations. Differences in survey methodology, response rates, and missing variables such as political or religious affiliation may have influenced the results.
Still, the data provide a valuable snapshot of public sentiment just before a major policy transformation. As Finland moves towards a competitive gambling market, continued monitoring of public opinion will be essential, particularly if advertising and access to online gambling intensify.
