Denmark confirms new restrictions for gambling ads
The Danish Parliament has reached a broad political consensus on reformed dubbed “Gaming Package 1”.
Denmark.- Lawmakers have reached an agreement on new restrictions on gambling adverts in Denmark. Reforms will be implemented by the start of 2027 under changes to the country’s Marketing and Advertising Law.
Dubbed “Gaming Package 1,” the reforms include a whistle-to-whistle ban on gambling ads during live sports broadcasts. This will apply from 10 minutes before events start until 10 minutes after the final whistle. There will also be a ban on the display of live odds on stadium banners, restrictions on the use of celebrities and influencers and a ban on gambling ads on public transport and near schools.
The government has stressed that its intention is not a stringent advertising bans but stronger rules to curb aggressive promotional tactics and to protect younger audiences. One of the main aims is to reduce the exposure of under 18s to gambling ads. To this end, gambling ads will be prohibited within 200 metres of school buildings, while the Gambling Act will be amended to requore age filters on social media ads.
The use of anyone aged under 25s in gambling ads will be prohibited, and educational institutions will be required to block access to gambling websites. A committee will be tasked with drafting regulations for gaming influencers on streaming platforms like Twitch.
Other new rules will include the prohibition of “free money games” as welcome bonuses.
Many of the reforms were proposed by former tax minister Rasmus Stoklund amid mounting public concerns over gambling marketing. Oversight now falls to his successor Ane Halsboe-Jørgensen, who described the package as “a significant first step to protect children and young people in particular from gambling problems and an overly aggressive gambling market”.
The Danish gambling regulator Spillemyndigheden will be responsible for enforcing the new rules. Its powers will be expanded to include blocking unlicensed operators and penalising advertisers who fail to comply. Full enforcement is scheduled to begin on January 1 2027.
