New Parameters for Promotions Set by Danish Gambling Authority

New Parameters for Promotions Set by Danish Gambling Authority

The Danish Gambling Authority has revised two key sets of guidance aimed at defining how gambling promotions may be presented and to whom they can be addressed. The updates, which concern both the disclosure of information in marketing materials and the rules surrounding bonus offers, appear designed to clarify regulatory expectations and curb promotional practices that may raise concerns among public health or consumer protection advocates.

In the revised documents, now issued as version 3.0 for marketing disclosures and version 5.0 for sales promotions, the regulator has drawn firmer lines around the way gambling operators engage with their customer base. A particularly notable adjustment relates to how promotional content is delivered to those who have been inactive. The revised guidance now states that while general campaigns may be sent to a wider audience, they must not be directed specifically at users who have not accessed their accounts for an extended period.

This recalibration suggests a more cautious approach to reactivation strategies, which have often played a central role in customer retention. The distinction between general communication and targeted contact with inactive users now requires closer attention, as operators must assess the scope and delivery of their promotional messaging more precisely.

Additionally, there is a clearly stated upper limit on the value of any single bonus or promotional offer. In the future, the total worth of such incentives must not exceed DKK 1,000, which equates to roughly €134. Although this cap is not a new concept, the updated version of the guideline attempts to spell out how that value should be calculated, including scenarios where bonuses are conditional on wagering or released in parts over time. The aim here seems to be reducing ambiguity rather than introducing an entirely new threshold.

Further revisions also affect how gambling is described in advertising content. Operators are now reminded that advertisements must present gambling strictly as a form of entertainment, not as a means of generating revenue. Any suggestion that it might serve as a path to financial improvement or enhanced social image is considered outside the bounds of acceptable communication.

Alongside this, the authority has introduced clearer expectations regarding the information that must accompany bonus offers. Operators are required to disclose key conditions related to eligibility, usage timeframes, wagering obligations, and payout limits. Although the regulator acknowledges that some formats may not have space for exhaustive details, such as banners, SMS messages, or push notifications, it still insists that all communications must include as much relevant information as possible, with full terms accessible elsewhere.

The guidance has also been updated to address issues around Denmark's national self-exclusion system, ROFUS. It is now reiterated that operators must consult the ROFUS register before sending out any marketing communication that uses personal contact details. This includes outreach via email, text message, and push notifications through mobile applications. The aim here is to ensure that individuals who have opted out of gambling environments are not drawn back through digital marketing, regardless of whether the message content is promotional or informational.

What sets these new versions apart from their predecessors is the inclusion of practical illustrations designed to guide operators through the technical aspects of compliance. The regulator now provides concrete examples of what acceptable ads might look like across different media channels. These examples are not binding, but they are intended to reduce the likelihood of misinterpretation or misapplication of the rules.