Peluuri

Peluuri is Finland's national help service for people experiencing gambling problems and for their families. It provides a helpline, online chat and support materials, free of charge and anonymously.

Peluuri is the reference point in Finland for gambling harm support, and it is the service operators and advertisers are expected to signpost in responsible gambling messaging.

Its significance grows with the reform. The licensed market brings both more operators and, on industry forecasts, a substantial increase in gambling advertising. The harm prevention framework in the Act, including the national self-exclusion register and mandatory deposit limits, is designed to sit alongside services of this kind rather than replace them.

Operators entering Finland should establish how the service expects to be referenced and what the current contact details are, rather than copying wording used in other markets. Responsible gambling messaging is a mandatory element of advertising under the rules set out in our advertising guide.