Denmark Weighs Stricter Gambling Rules

Denmark Weighs Stricter Gambling Rules

Denmark is preparing to reopen the debate on gambling legislation, with government officials signaling that a series of reforms will be put on the table. The discussions are set to focus on advertising restrictions, treatment programs, and measures aimed at curbing the rising number of people struggling with gambling-related issues.

Taxation Minister Rasmus Stoklund, who oversees gambling regulation, recently addressed the matter and made clear that the government sees a need to tighten existing rules. He pointed to figures estimating that close to half a million citizens show signs of gambling-related problems, while more than 60,000 have registered with ROFUS, the country’s self-exclusion system. These statistics, he said, underscore the need to strengthen consumer safeguards.

One of the key areas of concern is the level of advertising connected to sports broadcasts. Stoklund was critical of what he described as excessive promotion during televised matches, warning that such exposure increases risks for vulnerable groups. He suggested that Denmark could adopt a “whistle-to-whistle” prohibition on gambling advertisements, a measure that would remove such commercials from the duration of live sporting events. The approach has already been tested in the United Kingdom and is under active discussion in France.

Stoklund also made clear that the government’s ambitions extend beyond marketing controls. He emphasized the need to improve prevention strategies and strengthen the network of treatment services available to individuals dealing with gambling-related harm. Current funding, he argued, does not fully match the scale of the challenge. By expanding resources, policymakers hope to provide more effective support, reach individuals earlier, and reduce the long-term social costs of gambling addiction.

While the reforms may introduce new obligations for licensed operators, the minister noted that dialogue with the gambling sector has so far been constructive. Companies have acknowledged the political momentum behind calls for reform, and there appears to be some appetite for compromise. Stoklund described this willingness as a foundation on which parliament could build, aiming to strike a balance between market stability and public protection.

The upcoming negotiations in the Danish Parliament will be central to shaping the direction of these reforms. Stoklund has invited all political parties to join the discussions, stating that the problem has been visible for years but has not yet been addressed with comprehensive legislative changes. He argued that gambling addiction not only harms individuals but also places strain on their families, friendships, and broader communities. For that reason, he said, the time has come to search for long-term policy solutions that enjoy broad support.

His statements also reflect a wider European trend. Several jurisdictions are revisiting their regulatory frameworks, particularly those related to advertising and sports sponsorships. In the United Kingdom, voluntary restrictions have already reshaped how gambling brands appear on television, while in France, the regulator has raised the question of formalizing similar limits. Denmark’s debate will now unfold against this backdrop, and lawmakers are likely to consider both the risks and lessons from international cases.

What makes Denmark’s situation distinctive is its strong reliance on a regulated market to push out unlicensed operators. Authorities have often pointed to the importance of maintaining an attractive legal framework that keeps players within licensed channels. Any restrictions on advertising or marketing, therefore, must be weighed against the possibility that consumers may migrate to offshore platforms, where protections are weaker and self-exclusion systems do not apply.

The balance between regulation and accessibility will be at the heart of the negotiations. Some observers argue that advertising has a role in steering consumers toward licensed companies, while others insist that curbing exposure is essential to reduce harm, particularly among young audiences. Finding a middle ground that protects consumers without undermining the licensed market will be a challenge for parliament in the months ahead.