Danish gambling regulator announces new restrictions on targeted promotions
Spillemyndigheden has added clarity to two sets of guidelines.
Denmark.- The Danish gambling regulator Spillemyndigheden has published revised guidelines for licensed operators. The guidance on disclosure requirements when marketing gambling and guidance on sales promotions have been updated to version 3.0 and version 5.0, respectively.
Operators must not target promotional offers specifically at inactive players. Campaigns going to all users are permitted, but operators must not single out people who have not logged in to their accounts.
Meanwhile, the value of a single promotion must not surpass DKK 1,000 (€134). Guidance now provides clearer instructions on how to comply with minimum wagers and timeframes.
The two documents have been clarified in other ways, with more detailed examples to avoid ambiguity on how companies can legally promote gambling products in Denmark. It’s been clarified that gambling ads have to include accurate information about the probability of winning and must make it clear that gambling is a source of entertainment rather than a shortcut to wealth or social status.
Meanwhile, promotional campaigns must list eligibility criteria, playthrough requirements, time limits, and any caps on winnings. While the regulator accepted that some ad formats could not contain complete information. It lists examples of media type, showing how promotional materials can include as much data as is possible.
Other requirements include the rule that gambling operators must consult the national self-exclusion register, ROFUS, before sending marketing via email, SMS and app-based push notifications.
Spillemyndigheden’s latest monthly statistics show that Danish gambling revenue in May reached DKK683m (€91.5m). That’s a rise of 19.5 per cent year-on-year and 2.6 per cent from April 2025.
The growth in online casino was 40.1 per cent compared with May 2024, reaching DKK389m (€52.1m). Slots made up 83.1 per cent of this, followed by blackjack (6.4 per cent) and roulette (5 per cent), and then poker, bingo and other games.
