Denmark eyes phased implementation of new gambling reforms
The proposed new gambling regulations in Denmark will be debated in parliament this month ahead of a planned rollout in 2027.
Key takeaways:
- Denmark’s proposed gambling reform bill, set for parliamentary debate on October 22 2026, would introduce a formal duty of care requiring operators to monitor player behaviour, intervene when gambling harm is detected, and strengthen responsible gambling processes and staff training.
- The legislation would significantly tighten advertising rules, including a whistle-to-whistle ban around live sports broadcasts, restrictions on content appealing to under-18s, a ban on featuring people under 25 in ads, and new limits on outdoor gambling advertising.
- The gambling regulator Spillemyndigheden would gain stronger enforcement powers to combat unlicensed gambling, while operators would face a tougher penalty regime with escalating fines and potential licence suspensions for repeated regulatory breaches.
Denmark.- Proposals to reform gambling regulations in Denmark are scheduled for a first parliamentary reading and debate on October 22, 2026. The resubmission of a bill from last year proposes new restrictions on gambling advertising, stronger player protection requirements and enhanced enforcement powers for the gambling regulator Spillemyndigheden.
The measures, which were introduced by Tax and Growth Minister Jakob Engel-Schmidt, are slated for a phased introduction between January and October of 2027.
A central element of the reform package is the introduction of a formal duty of care for gambling operators. Licensed companies would be required to actively monitor customer behaviour and intervene when signs of problem gambling are identified. Operators would also be obliged to document their responsible gambling procedures, ensure staff and business partners receive appropriate safer gambling training, and regularly assess the effectiveness of their responsible gambling systems and controls.
In terms of marketing rules, advertisements would no longer be permitted to portray gambling as a form of entertainment, suggest it could transform a person’s life, feature individuals under the age of 25, or contain content designed to appeal to those under 18.
The bill would also introduce a whistle-to-whistle advertising ban during live sporting events. Gambling promotions would be prohibited from appearing in the 10 minutes before and after a live sports broadcast. Outdoor gambling advertising would face further limits, including a ban on public transport advertising and a requirement to remain at least 200 metres away from schools, universities and other educational institutions.
The marketing rules are slated to come into effect in July 2027. The legislation would continue to allow gambling sponsorships involving sports clubs and physical venues. However, third parties involved in gambling promotion, including affiliates and influencers, would be required to comply with the advertising restrictions set out in the legislation.
The Bill also proposes a more structured penalty regime for regulatory breaches. Land-based gambling venues would face fines of DKK60,000 for a first violation and DKK80,000 for a second offence, while a third breach could result in the suspension of an operating licence.
Online operators could face larger financial sanctions, as penalties would take account of gross gaming revenue with the aim of ensuring that fines remain proportionate to the scale of a business.
On the enforcement front, the Bill seeks to strengthen the powers of Spillemyndigheden in its efforts against the black market. The regulator would gain expanded authority to block unlicensed intermediary websites that target Danish consumers, as part of a broader strategy to combat unregulated gambling activity.
FAQs
What new responsibilities would gambling operators have under Denmark’s proposed reforms?
Licensed operators would be required to actively monitor customer behaviour, intervene when signs of problem gambling are identified, document their responsible gambling measures, provide safer gambling training, and regularly assess the effectiveness of their player protection systems.
How will gambling advertising rules change in Denmark?
Proposed legislation would ban adverts that portray gambling as entertainment or life-changing, feature people under 25, or appeal to under-18s. It would also introduce a whistle-to-whistle advertising ban, preventing gambling promotions from appearing in the 10 minutes before and after live sports broadcasts. The changes are slated for implementation in July 2027.
What new powers are proposed for the Danish gambling regulator?
The proposals would give Spillemyndigheden greater powers to block unlicensed intermediary websites targeting Danish consumers. The bill also introduces tougher penalties for regulatory breaches, including escalating fines and possible licence suspensions for repeat offenders.
