Denmark Approves Limits on Gambling Ads During Sports

Public discussion around gambling advertising in Denmark has been active for years, and lawmakers have now agreed on a broad shift in how gambling messages can appear in public. The government has reached a political agreement to restrict gambling marketing during live sports and in locations where young people are often present, with new rules set to take effect no later than 1 January 2027.

Good to Know

• Gambling ads will no longer appear during live sports broadcasts in Denmark
• New rules also limit ads near schools and on public transport
• Children and persons under 25 will be restricted from appearing in gambling marketing

The Danish parliament has passed a set of changes known as Gaming Package 1, which focuses on reducing gambling addiction and shielding young audiences from gambling exposure. Under the new rules, gambling ads will not be allowed from ten minutes before a live sports match until ten minutes after the broadcast ends. That includes on-screen odds, broadcast graphics, and banners displayed in stadiums.

The agreement also blocks the use of celebrities and influencers in gambling advertising. Advertising described as “free money games,” such as welcome bonuses that appear risk-free, will no longer be permitted.

Ads Restricted Near Schools and Public Transport

Another part of the package focuses on where gambling ads can appear in public. Gambling marketing will be banned on public transport and within 200 meters of schools and educational spaces. Anyone under the age of 25 will not be allowed to appear in gambling promotions, limiting marketing tactics that rely on young social media personalities.

The Gambling Act will be updated to require age filters on social media so that children under 18 do not receive targeted gambling advertisements.

Funding for gambling addiction treatment centers will also be increased. Treatment providers will receive an additional DKK 8 million next year, with continued funding allocated through 2030.

Government Perspective

Tax Minister Ane Halsboe-Jørgensen described the reform as a necessary adjustment in how Denmark manages gambling:

“With Gaming Package 1: A More Responsible Gaming Market, the government, together with a broad majority in the Danish parliament, is taking an important step towards a more responsible gaming market. The work does not stop here.”

The government cited rising gambling-related harm as a key reason behind the change. Official figures show nearly 500,000 adults in Denmark experienced some form of gambling problem in 2021, double the rate recorded in 2016. The government also estimates 25,000 children and young people have struggled with gambling issues, with roughly 2,600 facing severe harm.

Halsboe-Jørgensen noted the agreement reflects a broader shift:

“This is the beginning of a showdown with a gaming industry that has been allowed to take up too much space for far too long, so that entertainment does not turn into addiction. This requires both responsible providers, stronger rules and a sustained political effort.”

The Role of the Gambling Regulator

As part of the agreement, the gambling authority Spillemyndigheden will receive increased authority to act against illegal operators. The regulator will be able to block unauthorized gambling sites more efficiently and apply clearer principles for fines and sanctions. Some administrative requirements for licensed operators will be reduced to ensure compliance is smoother.

FAQ

When will the new advertising rules apply?

The measures are scheduled to be in place no later than 1 January 2027.

What is the whistle-to-whistle ad ban?

It blocks gambling advertising from ten minutes before a live sports event until ten minutes after the event ends.

Will gambling companies still be allowed to advertise at all?

Yes, but within tighter guidelines and excluded from spaces considered sensitive for children and young people.

Why are influencers and celebrities excluded from gambling ads?

Lawmakers say their involvement can make gambling appear more normal and appealing to younger audiences.

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