Car Dealer Compliance in Finland

The rules for car adverts in Finland

7 rules decide what a dealer in Finland has to show on the car, in adverts and in financing examples. Each one, and what it asks of you:

VNA 938/2000
Government Decree on the indication of fuel consumption and carbon dioxide emissions of cars (Valtioneuvoston asetus autojen polttoaineenkulutuksen ja hiilidioksidipäästöjen ilmoittamisesta)
Authority Kuluttaja-asiamies (Consumer Ombudsman), Finnish Competition and Consumer Authority (KKV)
Every new passenger car offered for sale, leasing or rental needs a label on or next to it, clearly visible, in the showroom, on the forecourt and at trade fairs. The label is A4 and shows the model, the fuel type, the fuel consumption in l/100 km or km/l with one decimal, the CO2 emissions in whole g/km and two fixed sentences from Annex I of directive 1999/94/EC. There is no official artwork, only the list of elements, and the decree names no language, so Finnish and Swedish are both accepted.
VNA 938/2000
Poster or display of all new models per make at the point of sale (section added by decree 109/2004)
Authority Kuluttaja-asiamies (Consumer Ombudsman), KKV
Each point of sale shows, per make, all new models it offers, on a poster of at least 70 x 50 cm or a screen of at least 25 x 32 cm. Models are grouped by fuel and listed by rising CO2, and two fixed sentences stay visible at all times. You update a poster at least every six months and a screen at least every three months. The authority database that once counted as a screen alternative closed in 2021, so the duty is met with a poster or your own display.
VNA 938/2000
Fuel consumption and CO2 emissions in promotional material, with the ban on confusing marks of § 7
Authority Kuluttaja-asiamies (Consumer Ombudsman), KKV
Any advertising material for a specific model gives its fuel consumption and CO2 emissions, easy to read and at least as visible as the main part of the text. The decree counts brochures, newspaper and magazine adverts, posters and internet pages as advertising; an advert for several models may give the range, and a pure brand advert needs no figures. Section 7 bans marks or symbols that differ from the official ones and could confuse buyers.
KSL
Consumer Protection Act, chapter 7, section 8: information to be given in consumer credit advertising
Authority Kuluttaja-asiamies (Consumer Ombudsman), KKV
As soon as an advert shows an interest rate, a cost figure or any other credit term, such as a monthly instalment, it must give the annual percentage rate (todellinen vuosikorko) and a full example. The example names the interest rate and other credit costs, the credit amount, the term, the cash price and any down payment, the total amount payable and the number of instalments, and it must match the lender's usual terms. From 20 November 2026 the details must also be easy to read and suited to the medium.
KSL
Mandatory warning in every credit advert (added by Laki 31/2026)
Authority Kuluttaja-asiamies (Consumer Ombudsman), KKV
From 20 November 2026 every advert that mentions credit carries the warning that taking out credit costs money, in Finnish Luoton ottaminen maksaa, in Swedish Kredit kostar pengar. It applies even when the advert shows no figures. The text must be clear and visible; no size or symbol is prescribed.
KSL
Consumer Protection Act, chapter 7, section 48: credit intermediaries state their powers, with registration under Laki 33/2026
Authority Kuluttaja-asiamies (Consumer Ombudsman), KKV; register: Finanssivalvonta (FIN-FSA)
A dealer who arranges car finance alongside selling cars is a credit intermediary and states in the advert whether he acts for one or several lenders or independently. From 20 November 2026 credit intermediaries register with Finanssivalvonta; small and medium-sized dealers who only finance their own goods are exempt. No register number has to appear in the advert.
KSL
Consumer Protection Act, chapter 7, section 17 a: maximum interest rate and cost cap for consumer credit
Authority Kuluttaja-asiamies (Consumer Ombudsman), KKV
The borrowing rate of a consumer loan may be at most the reference rate plus 15 percentage points and never above 20 percent a year, and other credit costs are capped. Hire purchase (osamaksukauppa) of a vehicle that has to be registered is exempt, unless the buyer can also draw cash. If a loan breaks the cap, the customer owes no interest and no costs.

Car dealer compliance in Finland rests on two sets of rules: every new passenger car you offer needs its fuel consumption and CO2 figures on a label at the car, on a brand poster and in every advert, and every advert that mentions a car loan has to follow chapter 7 of the Consumer Protection Act. The first set is Government Decree VNA 938/2000, in force since 2001 and extended to posters and screens in 2004, which takes its label, poster and advertising rules from the annexes of EU directive 1999/94/EC. The second is Kuluttajansuojalaki 38/1978, which from 20 November 2026 adds the warning “Huomio! Luoton ottaminen maksaa.” to every credit advert. Finland grades no car on a class scale, so the duty rests on clear, correctly rounded figures in the right places. Vehicle Hub keeps those figures on the car and prints the label, the poster and the advert lines from them, in Finnish or in Swedish.

The decree covers cars that have never been sold to anyone except for resale, and it counts demonstrators as new. Selling, leasing and renting are all included, and so are trade fairs as a point of sale. Its definition of advertising names internet pages next to brochures and newspaper adverts, so your website's car pages carry the values too. Vehicle Hub applies this scope as a rule set of its own, checks each car before it goes on your website and holds it back while a required value is missing. The mandatory information per market follows the branch's main market, and the Vehicle Hub widgets show the same labelled figures on each car's page. Finland is one of the European markets Vehicle Hub covers rule by rule; the overview of all countries lists the others. Vehicle Hub applies the rules; it does not replace legal advice on a specific case.

What the Finnish fuel consumption and CO2 label looks like

The Finnish label is a plain A4 sheet in portrait format, placed on or next to each new car. In the order of Annex I it shows a heading, the model, the fuel type, the official fuel consumption and the official CO2 emissions, followed by two fixed sentences: one on the free fuel economy guide, one on driving style and CO2 as the main greenhouse gas. There is no efficiency class and no colour scale. Plug-in hybrids show the weighted combined values with electricity in kWh/100 km as an extra line; electric cars show 0,0 l/100 km and 0 g/km. Vehicle Hub prints it in Finnish or Swedish.

Label printed by Vehicle Hub for a new Toyota Yaris Cross petrol car: 5,6 l/100 km and 127 g/km, with both mandatory sentences in Finnish.

Mandatory details in Finland

Heading, model and fuel type (Polttoainetyyppi), with the fuel word of the regulation set
Fuel consumption in l/100 km or km/l with one decimal
CO2 emissions in g/km as a whole number
Weighted combined values for plug-in hybrids (painotettu, yhdistetty), electricity in kWh/100 km
Both fixed sentences on the label, word for word, in Finnish or Swedish
All new models of a make, grouped by fuel and by rising CO2, with the two poster sentences
Figures in every advert, easy to read and at least as visible as the main text
Annual percentage rate, credit costs, credit amount, term, cash price and down payment, total amount and number of instalments
Warning that taking out credit costs money, in Finnish or Swedish, from 20 November 2026
Statement of whether you act for one or several lenders or independently
Manufacturer, EU responsible person and a safety line

What you get

The Finnish label, element by element
Print the A4 label for any new car. Heading, model, fuel word, consumption, CO2 and the two Annex I sentences come out in the order the decree lists them, with versions for petrol, diesel, plug-in hybrid, electric and gas cars.
Finnish or Swedish, your choice
The decree names no language, and both official versions of the texts are binding. Vehicle Hub prints the label, the poster and the exposé in Finnish by default and in Swedish whenever your customers read it.
One brand poster for the showroom
Vehicle Hub sorts the new cars of each make by fuel and then by rising CO2, puts the most economical on top and adds the two poster sentences. Print it at 70 x 50 cm or show it on Showroom TV.
No car online without its figures
Your website counts as advertising under the decree. Vehicle Hub checks each new car before it goes on your car pages and holds it back while consumption or CO2 is missing.
Car loan examples by the Finnish rules
The Loan Calculator builds the example that chapter 7 of the Consumer Protection Act asks for: APR, costs, term, cash price, total amount and your intermediary statement. From 20 November 2026 it adds the warning on its own.
The same values on every car page
The Vehicle Hub widgets show the labelled figures on your own website, with a decimal comma and prices including 25.5 percent ALV, exactly as on the label and the exposé.

Print your first Finnish label

Set your branch's main market to Finland, import a few new cars or add one by hand and print the label. If a value is missing, Vehicle Hub tells you which one before anything reaches your forecourt or your website.

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How to get started

Set the branch's main market to Finland
Open Vehicle Hub in your KIMISUITE workspace and choose Finland as the main market of your branch. The Finnish rule set then decides which cars need a label and which values every output carries.
Bring in your stock
Import your cars from mobile.de, your dealer system or a CSV or XML feed, or add them with the creation assistant. Fuel type, drive and first registration decide what each car needs.
Check the values Finland asks for
Look over the energy tab of each new car: consumption, CO2 and, for plug-in hybrids, the weighted values. Imported values count as confirmed by you, so correct anything that looks wrong.
Print and publish for car dealer compliance in Finland
Print the label and the brand poster, choose Finnish or Swedish, and publish the car on your website. If you offer car loans, fill in the Finnish fields in the financing settings first.

Pricing

The Finnish rule set, the label, the brand poster, the exposé and the Loan Calculator are part of Vehicle Hub, which starts at a fixed monthly price (see pricing) per dealership workspace. Everyone in the dealership works in it for that one price, and there is no charge per printed label.

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Is it the right fit?

A good fit if

Car dealers (autoliikkeet) in Finland that sell, lease or rent new cars, demonstrators included
Franchise and independent dealers who fill in labels by hand today and retype the figures into every advert
Bilingual dealerships that need labels and posters in Finnish and in Swedish
Dealers who arrange car loans and want the APR, the intermediary statement and the new warning in every example

Not the right fit if

Dealers who want Vehicle Hub to publish their cars on Nettiauto, Autotalli.com or Tori.fi; Vehicle Hub publishes only to mobile.de, not to these portals
Dealers who sell only used cars that have already had an owner and never need a label
Dealers who expect the brand poster to stay current on its own; printing it again at least every six months stays your task
Anyone looking for legal advice or help with registering at Finanssivalvonta; Vehicle Hub applies the rules, your trade association or lawyer answers questions about a specific case

Frequently asked questions

Which rules make up car dealer compliance in Finland for a new car?

It means a fuel consumption and CO2 label at the car, the car on your brand poster and the same two figures in every advert, your website included. That is VNA 938/2000. If you advertise a car loan, chapter 7 of the Consumer Protection Act adds the APR example and, from 20 November 2026, a warning.

Does a demonstrator or a leased car count as new in Finland?

Yes. A car is new as long as it has never been sold to anyone except for resale, so demonstrators need the label. The decree covers sale and leasing, and the Swedish version also names rental, so Vehicle Hub applies it to all three.

Should the label be in Finnish or in Swedish?

Either. The decree names no language, and both language versions of the official texts are equally binding. Vehicle Hub prints Finnish by default and Swedish on request, for example for a dealership in a bilingual municipality.

Do my website and social media posts need the consumption figures?

Your website does: the decree counts internet pages as advertising material, so a car page must show consumption and CO2 at least as visibly as the main text. Vehicle Hub reads the rule cautiously and treats social media and feed adverts the same way, while a pure brand advert without a model needs no figures.

What must a Finnish car loan advert show, and what changes on 20 November 2026?

Once an advert shows a rate or an instalment, it needs the APR and a full example with costs, term, cash price, total amount and number of instalments. From 20 November 2026 every credit advert also carries the warning Luoton ottaminen maksaa, in Swedish Kredit kostar pengar. The Loan Calculator switches to the new rules at midnight Helsinki time; financing appears once KIMISUITE has released it for Finland and you have completed the Finnish fields.

Do I have to register as a credit intermediary?

Only if your dealership is not a small or medium-sized business, or arranges credit for more than its own cars. From 20 November 2026 intermediaries register with Finanssivalvonta, with an exemption for SMEs that only finance their own goods. Either way, your adverts state whether you act for one or several lenders or independently.

Who enforces these rules, and what can happen?

The Consumer Ombudsman at the Finnish Competition and Consumer Authority. The Ombudsman or the Market Court can prohibit a practice and back the ban with a conditional fine, and in serious cases the Ombudsman may also ask the Market Court for a penalty payment of up to 4 percent of turnover.

Which authority supervises the personal data from my car enquiries?

The Office of the Data Protection Ombudsman (Tietosuojavaltuutetun toimisto), under the GDPR and the Finnish Data Protection Act. Enquiries from your Vehicle Hub widgets go to your inbox and to CRM Business Hub, and you remain the controller of that data.