Denmark Tables Bill to Tighten Gambling Advertising and Player Protection
Denmark.- 9 October 2026 | www.zonadeazar.com The Danish Government has introduced a new bill designed to tighten gambling advertising, responsible gaming requirements and enforcement against the illegal market.
The proposal, identified as Bill L 37, is scheduled for its first parliamentary reading on 22 October, with many of its measures targeted to take effect from 1 January 2027.
Whistle-to-Whistle Advertising Ban
One of the main changes is a whistle-to-whistle restriction around live sport.
Gambling advertising would be prohibited:
- During the 10 minutes before a live sporting event.
- Throughout the broadcast.
- During the 10 minutes after it ends.
The restriction would also cover the display of live odds at the venue where the sporting event takes place.
Public Transport and School Restrictions
The bill would also prohibit gambling advertising on public transport and in areas connected to public transport services.
A 200-metre exclusion zone around schools and youth education institutions would also apply.
Under-25s Excluded From Advertising
Gambling advertisements would not be allowed to feature anyone under the age of 25.
Marketing must also continue to avoid targeting or specifically appealing to anyone under 18.
Stricter Advertising Messages
The legislation seeks to prevent gambling from being presented as:
- A priority or lifestyle.
- A natural part of social belonging.
- A solution to financial problems.
- A route to social acceptance.
The use of authority figures in gambling marketing would also be restricted.
Sports Sponsorship Remains Permitted
The proposal does not introduce a blanket ban on sports sponsorship.
Licensed operators would still be able to sponsor clubs and physical venues, subject to the wider advertising rules.
Influencers and Affiliates Included
The requirements would extend beyond licensed operators.
Influencers, affiliates and other third parties used to promote gambling would also need to comply with advertising restrictions.
Payments to third-party marketers would not be permitted to depend directly on player turnover, winnings or losses.
New Duty of Care
Operators would be placed under an explicit legal duty to monitor player behaviour.
Where signs of problematic gambling or addiction are identified, companies would be required to intervene promptly.
Internal Responsible Gaming Procedures
Operators would also need documented responsible gaming policies and procedures.
Relevant staff and commercial partners would require sufficient training, while companies would have to assess the effectiveness of their player-protection systems on an ongoing basis.
More Structured Penalties
The reform also proposes a more systematic penalty framework.
For land-based venues, fines could begin at around DKK60,000 for a first breach, increasing to DKK80,000 for a second offence.
A third violation could potentially result in licence suspension.
Online Fines Linked to GGR
For online operators, financial penalties could take company GGR into account.
The approach is intended to ensure that sanctions remain proportionate for larger businesses.
Stronger Powers Against Illegal Gambling
Spillemyndigheden would receive expanded powers to block websites and intermediaries facilitating access to unlicensed gambling operators targeting Denmark.
The measure is intended to strengthen protection of the regulated market from offshore competition.
Next Steps or Impact
Bill L 37 is scheduled for its first reading on 22 October 2026.
If adopted largely as proposed, Denmark would enter 2027 with one of Europe’s stricter frameworks for gambling advertising and responsible gaming.
For operators, the greatest impact is likely to fall on sports marketing, affiliate activity, player protection and the financial consequences of compliance failures.
Editó: @fonta
