Denmark to Overhaul Gambling Advertising Rules
Denmark will introduce new rules to reshape its gambling advertising framework by January 1, 2027. The reform focuses on limiting exposure to gambling promotions, especially among young audiences, with transitional measures starting in 2026. The government says the initiative will modernize outdated standards and align them with current digital media realities. Lawmakers expect the changes to create a more transparent and responsible gambling environment.
Protecting Young Audiences and Restricting Promotions
Tax Minister Ane Halsboe-Jørgensen announced the reform to reduce how often children and teenagers encounter gambling ads. One of the key measures introduces a “whistle-to-whistle” ban that blocks gambling commercials from ten minutes before to ten minutes after sports events. The government will also prohibit ads within 200 meters of schools and youth centers and bar anyone under 25 from appearing in such campaigns. Authorities plan to remove gambling ads from public transport and digital platforms to further limit exposure.
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New online rules will apply to influencers and streamers – known as “gamefluencers” – to ensure minors do not see gambling content. The ministry said the initiative reflects concerns about gambling becoming normalized in youth culture and the impact of digital media on betting behavior. Lawmakers also plan public awareness campaigns to educate parents and young players about responsible gaming. Together, these actions represent a broad attempt to reshape how gambling interacts with popular culture and everyday media.
Regulatory Changes and Industry Impact
The Danish Gambling Authority (DGA) will gain new powers to fine advertisers and block unlicensed operators. It will issue detailed compliance guidelines in 2026 to help companies adapt before the final rollout. Regulators intend to monitor the transition closely and provide feedback to ensure consistent enforcement. They also plan to increase cooperation with social media platforms and sports organizations to control advertising reach.
Although Denmark will not impose a full advertising ban like some other European countries, the move marks one of the biggest shifts in its gambling policy since 2012. The government aims to protect consumers while keeping a fair and competitive market, signaling a stronger stance on responsible gambling regulation. Industry groups are already assessing how the new rules could affect sponsorship deals and marketing strategies. Overall, the reform shows Denmark’s growing commitment to balancing player safety with market sustainability.