The Danish government has notified national media, advertising agencies, and sports organizations that they will have one year to implement new restrictions on gambling advertising.
Starting in 2026, the Danish Parliament will begin the gradual implementation of reforms to the Marketing and Advertising Act. The process is overseen by former Tax Minister Rasmus Stoklund, who inherited the project after years of public and political pressure to reduce the influence of gambling advertising during sports broadcasts.
All major parliamentary parties participated in drafting the amendments, agreeing on a final version aimed at “finding a practical solution that protects consumers while maintaining a balance between state interests and licensed operators.”
Despite political differences, all parties agreed that the current Gambling Act defines marketing rules too broadly. At present, licensed operators must comply simultaneously with both the Gambling Act and the Marketing Practices Act.
The existing rules require:
- truthful information about chances of winning;
- a ban on advertising targeted at minors;
- a ban on misleading celebrity endorsements;
- a prohibition against claims that gambling solves financial or social problems.
Stoklund emphasized that the Danish model will not replicate the strict restrictions seen in Spain or Italy, where near-total bans on gambling advertising are in place. The former minister stated that his priority is to reduce aggressive marketing by gambling brands and strengthen protections for young audiences, especially in television and online sports broadcasts.
“One of the most important measures against aggressive marketing is that an extended whistle-to-whistle ban on gambling advertising during sporting events will now be introduced. This will be effective from 10 minutes before the first whistle to 10 minutes after the final whistle.” – the government’s statement read.
Additionally, companies will be prohibited from featuring individuals under 25 years old in gambling advertisements, placing ads within 200 meters of schools or youth institutions, and running gambling ads on public transportation.
A special committee will also be established to regulate advertising on social media, particularly the activities of “gamefluencers” – streamers on platforms such as Twitch who broadcast gambling content to young audiences. The initiative aims to close loopholes that allow gambling content to reach minors through digital channels.
At the same time, the government announced that school and youth education networks will block access to online casinos, expanding the law’s protective reach beyond traditional media.
The government has assigned newly elected Tax Minister Ane Halsboe-Jørgensen to oversee the changes in advertising. Halsboe-Jørgensen made a statement following the legal amendments.
“I am very pleased that with a broad majority in the Danish Parliament, we are now taking a significant first step to protect children and young people in particular from gambling problems and an overly aggressive gambling market.
“We are doing this, among other things, with an expanded whistle-to-whistle ban, just as advertising and influencers have made it all too easy to be lured into addiction. We are now taking an important step to slow down this development.
“We are doing this, among other things, with an expanded whistle-to-whistle ban, just as advertising and influencers have made it all too easy to be lured into addiction. We are now taking an important step to slow down this development.”
Experts view the reform as a significant turning point for Denmark’s gambling market. It reflects a growing European political consensus on the need to update advertising standards to protect minors and rebuild public trust in the industry.
The government confirmed that enforcement of the new law will fall under the jurisdiction of Denmark’s Gambling Authority (Spillemyndigheden). The regulator will be granted expanded powers to block unlicensed operators and penalize violators. The law is set to come fully into force on January 1, 2027.
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