Imagine an online gambling company turning players away because they’ve lost too much money. That will become reality in a few weeks in Aland, a small autonomous island group in the Baltic Sea off the coast of Finland.

Aland-based Paf will become the first international online gambling company to introduce a loss limit on September 1st. The company estimates the limit — 30,000 euros or about $35,000 in U.S. currency a year — will result in a 5 percent reduction in annual profits.

But Paf executives believe they can and should do it because they believe strongly in their responsible gaming initiatives. They even reach out to players with loss profiles and will suggest that big losers seek professional counseling. But then, Paf is unlike most online gambling companies because of where its profits go.

Founded in Aland in 1966, the company’s primary purpose is to create profit to support public good according to its website, so the money generated goes to organizations like the Red Cross and Save the Children.

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