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Denmark Introduces Stricter Gambling Advertising Regulations

By jili tutorial · October 9, 2026

Denmark Introduces Stricter Gambling Advertising Regulations

Overview of the New Gambling Bill

Denmark is taking significant steps to tighten its gambling regulations with a new bill set for its first reading on 22 October 2026. Introduced by Tax and Growth Minister Jakob Engel-Schmidt, the legislation aims to curb gambling advertising and protect vulnerable groups, particularly minors and young adults. The bill introduces a range of restrictions on gambling marketing, imposes stricter penalties for violations, and expands the powers of the Danish gambling regulator, Spillemyndigheden. The proposed measures are expected to come into effect on 1 January 2027.

Key Restrictions on Gambling Advertising

The draft bill outlines several stringent rules for gambling advertisements:

  1. Prohibition of Misleading Messaging: Advertisements cannot portray gambling as a form of entertainment or suggest that it can change someone’s life.
  2. Age Restrictions: Marketing materials must not feature individuals under the age of 25 or appeal to anyone under 18.
  3. Outdoor Advertising Limits: Gambling ads will be banned on public transport and must maintain a 200-meter distance from educational institutions such as schools and universities.
  4. Whistle-to-Whistle Ban: All gambling marketing will be prohibited 10 minutes before and after live sports broadcasts, effectively eliminating ads during key moments of live events.

While sponsorships of sports clubs and physical venues will remain permitted, these new rules aim to reduce the visibility and accessibility of gambling advertisements, especially to younger audiences.

Enhanced Responsible Gambling Measures

Operators will face a legal duty of care under the new bill, requiring them to:

These measures are designed to ensure that operators take active steps to protect their customers and promote safer gambling practices.

Penalties for Non-Compliance

The bill introduces a more systematic approach to penalties, varying based on the type of operator and the severity of the violation:

  1. Land-Based Operators:

    • First violation: DKK 60,000.
    • Second violation: DKK 80,000.
    • Third violation: Likely licence suspension.

  2. Online Operators:

    • Penalties will be proportionate to their Gross Gambling Revenue (GGR), potentially resulting in higher fines compared to land-based operators.

Additionally, third-party promoters, including influencers and affiliates, will also need to comply with the advertising restrictions, expanding the scope of enforcement beyond just operators.

Combating Unregulated Gambling

The bill grants Spillemyndigheden expanded powers to block unlicensed intermediary websites targeting the Danish market. This move aims to protect consumers from illegal gambling operations and ensure that only licensed, regulated operators can offer services in Denmark.

Context and Rationale

Denmark’s push for stricter gambling regulations aligns with broader trends across Europe, where countries like the UK, Spain, and Italy have already implemented similar measures. The focus on protecting minors and young adults is particularly significant, as studies have shown that early exposure to gambling can lead to problematic behavior later in life.

The whistle-to-whistle ban during live sports broadcasts is a notable measure, given the significant presence of gambling ads during such events. By restricting ads around these key moments, Denmark aims to reduce the normalization of gambling during sports, a common concern among public health advocates.

Implications for Operators and Advertisers

Gambling operators and advertisers will need to adapt to these new regulations by revising their marketing strategies and ensuring compliance with the stricter rules. Failure to do so could result in substantial financial penalties and even licence suspension.

The bill also highlights the importance of responsible gambling infrastructure, requiring operators to invest in education and monitoring systems. This shift reflects a growing emphasis on corporate responsibility within the gambling industry.

Conclusion

Denmark’s new gambling bill represents a significant step forward in regulating the industry and protecting vulnerable groups. By introducing stricter advertising rules, enhancing responsible gambling measures, and imposing tougher penalties, the Danish government aims to create a safer and more transparent gambling environment. As the bill moves through the legislative process, stakeholders will need to prepare for these changes, ensuring compliance while continuing to operate responsibly in the Danish market.