Sorry, but the ice is terrible. They should do something with it. Less is sometimes more.
I think it's just a "bigger" problem in Finland and in the Czech Republic as you mentioned. Sweden and from what I've seen both Germany and Switzerland use more "discreet" ads on the ice that don't disturb the view too much. I agree that it can be made better but I'll leave it there as we're moving away from the topic.The point is generally with on-ice advertising in European leagues. It is a huge problem. It looks like there are not limits, clubs can do whatever they want. As I know the NHL & KHL have strict rules on it. When I look at the Czech league game, it is a disaster. Even the best Czech journalist, working for public TV, says it is a problem for televisions. As he says, the televisions have tried to talk to the league about ad-limits .. without results. Simply the clubs & leagues are unable to come with something more fans-friendly. The European club hockey will not move on with status quo.
It really looks stunning based on the pictures, I'm going to one of the games in January to take a closer look myself (plus, haven't been to a live Liiga game in a few years now).
What Jussi previously said, the on-ice advertisements were made for the whole season so they had to transfer over to the new arena. Hopefully they get it sorted for next season.