Denmark Rebalances Gambling Promotion Rules

Denmark Rebalances Gambling Promotion Rules

Denmark's Parliament has reached a rare moment of cross-party alignment with the adoption of “Gaming Package 1,” a reform plan that reshapes how gambling will be promoted nationwide. The agreement introduces a series of advertising restrictions set to take effect in early 2027, signaling a shift in how the state intends to balance commercial interests with public protection.

The package targets advertising practices rather than gambling activity itself, aiming to create distance between betting promotions and the daily environments of young audiences. Under the new law, gambling ads will disappear from live sports broadcasts, both before and after matches, in what has been described as a “whistle-to-whistle” restriction. The idea is straightforward: reduce the visibility of gambling during moments of heightened engagement, where advertising often exerts the strongest pull.

Another part of the reform addresses the physical and digital presence of gambling ads. Public transport systems, once lined with banners and posters promoting betting brands, will become ad-free zones. A similar rule will apply to areas surrounding schools, where no gambling advertisement will be allowed within a 200-meter radius. Authorities see this as a practical measure to prevent underage audiences from routine exposure to such messages.

Digital promotion will undergo notable changes as well. Social media platforms will be required to apply age filters to gambling content, ensuring that minors cannot be targeted by or even view such campaigns. The government will also establish a committee to develop specific guidelines for influencers and streamers who feature gambling-related content, particularly on interactive platforms like Twitch.

The reform further restricts how companies can market their products. The use of celebrities or public figures in gambling promotions will no longer be permitted, nor will the display of live betting odds on sports venue banners. In addition, operators will not be allowed to advertise “free money” offers as sign-up incentives, a practice regulators say can create misleading expectations about the nature of gambling rewards.

Although these restrictions appear significant, Danish officials have made clear that the goal is not to impose an outright ban on gambling advertising. Rather, the intent is to refine the scope of what is acceptable, reducing aggressive marketing while maintaining visibility for licensed operators in a controlled way. The reform follows growing public discussion about the saturation of gambling ads, particularly around sports broadcasts and online platforms frequented by young users.

The initiative was first proposed under former tax minister Rasmus Stoklund, who advocated for clearer boundaries between gambling promotion and public life. Oversight now lies with Ane Halsboe-Jørgensen, who described the reform as a foundational step in modernizing Denmark's gambling framework. Her focus has been on recalibrating advertising standards to reflect digital realities while reinforcing consumer protection as a central policy goal.

The Danish Gambling Authority, Spillemyndigheden, will oversee the rollout and enforcement of the new system. Its regulatory powers will expand to include the ability to penalize advertisers who breach the law and to block access to unlicensed operators offering gambling to Danish residents. Enforcement will begin on January 1, 2027, allowing both regulators and the industry time to prepare for the transition.

Government representatives have emphasized that the reform is intended to maintain the integrity of Denmark's regulated gambling market. By tightening the rules for how gambling can be promoted, rather than restricting it entirely, the state hopes to prevent unlicensed operators from gaining an advantage through looser online practices. The balance sought is one that limits exposure without undermining the legal, taxable market.

The upcoming restrictions also reflect broader European trends. Several jurisdictions, including the Netherlands and the United Kingdom, have recently introduced tighter advertising controls aimed at separating gambling from sports broadcasts and online youth culture. Denmark's reform aligns with this shift, though the local approach is characterized by gradual implementation and an emphasis on administrative enforcement rather than punitive bans.