Danish gambling amendments submitted to parliament

Denmark is moving forward with plans to tighten gambling advertising rules. The government has introduced a new bill based on its 2025 Gambling Package 1 political agreement.

The proposal follows an earlier bill that lapsed after the country’s general election. The latest version retains most of the original measures, including restrictions on sports betting advertisements, affiliate payments and celebrity endorsements.

If approved, the new rules would introduce significant changes for gambling operators, affiliates and marketing partners. The proposed restrictions on gambling advertisements during live sports broadcasts are scheduled to take effect on July 1, 2027.

Key Takeaways

• Gambling advertisements would be prohibited from 10 minutes before a live sporting event until 10 minutes after the broadcast.
• Operators would be banned from paying affiliates based on players’ turnover, winnings or losses.
• New rules would restrict gambling promotions featuring influencers, celebrities, sports personalities and people under 20.
• Gambling advertisements would be prohibited within 200 metres of schools and youth education institutions, as well as on public transport.
• Denmark’s Parliament is scheduled to hold the bill’s first reading on October 22, 2026.

Denmark Targets Gambling Ads During Live Sports

A major part of the proposal concerns gambling advertisements during live sporting events.

Under the proposed rules, operators would not be allowed to advertise gambling from 10 minutes before a live broadcast until 10 minutes after it ends. The restrictions would apply to both traditional television and streaming platforms.

However, some exceptions would remain. Gambling companies could continue to display stadium banners, shirt sponsorships and LED advertising boards. Venues would not be permitted to display live betting odds during matches.

Read also : https://igamingeuropa.com/france-online-sports-betting-market-2025/

Streams of smaller sporting events operated by gambling providers would generally fall outside the restrictions, provided they are offered as a supplement to their gambling services.

The measures aim to limit the exposure of sports audiences to gambling promotions.

New Rules Could Change Affiliate Marketing

The proposed legislation would also change how gambling operators compensate affiliates.

Operators would no longer be allowed to pay affiliates based on a player’s turnover, winnings or losses. This would affect performance-based arrangements that link affiliate earnings to player betting activity.

The Danish Gambling Authority defines affiliates as individuals or businesses that promote gambling operators in exchange for compensation for acquiring customers.

If adopted, the restrictions could force operators and affiliate marketers to review their existing commercial agreements. Businesses may need to consider alternative payment structures that comply with the new rules.

Influencers and Celebrity Endorsements Face Restrictions

Denmark’s proposal also targets gambling advertisements featuring public figures and social media personalities.

The restrictions would cover influencers, television personalities, prominent sports figures, celebrity artists and anyone under the age of 20.

The bill also introduces a category known as “authorities” for certain individuals with substantial online audiences. This includes people with more than 10,000 followers or viewers on a social media platform, or more than 100,000 views across platforms within a specified period.

Additional criteria could apply, meaning some individuals may fall within this category even if their audience numbers are below these thresholds.

These measures could affect how gambling brands work with influencers, celebrities and sports personalities in Denmark.

Gambling Ads to Be Banned Near Schools

The bill proposes a 200-metre buffer zone around schools and youth education institutions. Gambling advertisements would be prohibited within these areas.

Advertising on public transport would also be banned.

However, stadium interiors would remain exempt from the location-based restrictions, even when venues are close to schools or other protected institutions.

The proposed changes would further limit where gambling operators can promote their products and could require businesses to reassess their outdoor advertising campaigns.

What Happens Next?

Minister for Taxation Jakob Engel-Schmidt introduced Bill L 37 to the Danish Parliament. According to the parliamentary schedule cited in the original report, the first reading is planned for October 22, 2026.

The proposal is based on the 2025 Gambling Package 1 political agreement. Its introduction follows the lapse of an earlier bill after the general election.

If Parliament approves the legislation, the restrictions would introduce new compliance requirements for gambling operators, affiliate networks, marketing agencies and advertising partners.

For the iGaming industry, the proposed changes highlight Denmark’s continued focus on limiting gambling advertising exposure. Operators and affiliates will need to monitor the legislative process and prepare for potential changes to their marketing strategies.

Good to Know: Denmark’s Financial Intelligence Unit reported a notable decline in gambling-related suspicious transaction notifications during the second quarter of 2026, according to the original report.