Denmark to Overhaul Regulations on Gambling Ads by 2027
Commencing in 2026, Denmark intends to enact substantial amendments to the promotion of gambling activities pursuant to the national Marketing and Advertising Law, thereby affording media enterprises, promotional firms, and athletic associations a preparatory interval of one year. ads
These forthcoming reforms are designed principally to safeguard consumers, with particular emphasis on the protection of adolescents, against intensive gambling solicitations. Although Denmark shall refrain from imposing comprehensive prohibitions akin to those enforced in Spain or Italy, a series of novel stipulations will nevertheless be established.
The administration issued the following declaration:
“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.”
Additional constraints encompass the prohibition of individuals under the age of 25 from featuring in advertisements, the restriction of gambling inducements in proximity to educational institutions and facilities for youth, and the elimination of such promotions from municipal conveyance systems.
The recently appointed Minister of Taxation, Ane Halsboe-Jørgensen, remarked:
“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.”
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The authorities plan to constitute a supervisory body to oversee “gamefluencers”—content creators who engage in gambling demonstrations before juvenile viewership—and to restrict entry to internet-based wagering platforms within educational intranet systems.
Complete enforcement of the revisions is scheduled for January 2027. Entities or persons failing to adhere to these provisions shall incur penalties administered by the Danish Gambling Authority. Denmark Gambling Ads
