The objective of this study is to explain the reform of Finland’s Lotteries Act in 2010 and its consequential effects on the marketing of gaming in Finland. Gaming industry has been not been treated in European legislation in the same as the other industries. The principles of freedom to offer services have not been completely fulfilled in the spirit of borderless Union. Gaming on internet has provided new challenges to old state monopolies and gaming legislation throughout continent. The government in Finland has been forced to renew the legislation in order to secure the status quo in gaming industry. The study explains the reasons and results of the reform of Lotteries Act focusing especially on the effects on foreign gaming companies and how the change has shown on Finnish media.