Helsinki, May 27, 2026 – The Europe Today: Finnish athletes are raising concerns over growing online harassment targeting women in sports, with several competitors describing sustained abuse related to their appearance, gender and public visibility on social media.
Ella Junnila, a Finnish high jumper, revealed that she received an overwhelming wave of hateful messages after failing to qualify for the final at the 2022 World Athletics Championships in Oregon.
According to Junnila, the abuse intensified after she shared a personal Instagram post stating that she would continue competing as long as her passion for high jump remained strong.
Speaking to Yle News, Junnila said she received more hate messages during the following days than at any other time in her career.
Some comments included personal insults and disturbing remarks encouraging self-harm. One user reportedly twisted her own words against her by telling her to “put the flame out,” while another compared her negatively to former Finnish president Tarja Halonen.
Junnila is not the only athlete facing such experiences.
Finnish sprinter Emma Tainio and shot put athlete Emilia Kangas also told Yle News that they have been subjected to persistent online abuse, much of it focused on their bodies, visibility and gender rather than their sporting performances.
The athletes highlighted the increasing pressure professional competitors face to maintain active social media profiles, which are now viewed as essential for attracting sponsorships, brand partnerships and building public recognition.
“Your social media is basically your business card — your face to the world,” Tainio said while describing the growing professional importance of online platforms.
Junnila explained that she uses social media to provide followers with insight into the realities of elite sports, while Kangas noted that maintaining an online presence was crucial to supporting her recent fundraising activities.
The athletes’ experiences have renewed discussions in Finland about online safety, gender-based harassment and the mental health impact of social media abuse on professional athletes.
