Denmark advances tighter gambling advertising restrictions in a new bill

Denmark is preparing to consider a new legislative proposal that would introduce stricter controls on gambling advertising and strengthen requirements for responsible gambling. The bill, presented by Tax and Growth Minister Jakob Engel-Schmidt on 7 October 2026, is scheduled for its first reading in the Folketing on 22 October 2026. If adopted, the legislation would introduce several changes to the rules governing gambling operators, marketing partners and advertising placements.

The proposed measures form part of Denmark’s broader efforts to establish a more responsible gambling market. They include restrictions on gambling promotions during live sports broadcasts, limits on outdoor advertising near educational institutions and stronger obligations for operators to identify potentially harmful gambling behaviour.

The bill is intended to take effect on 1 January 2027, although certain provisions would become applicable later in the year. Its final scope will depend on the parliamentary process and any changes made before adoption.

Gambling advertising faces stricter content requirements

One of the principal elements of the proposal concerns how gambling products may be presented to consumers. The draft would impose tighter limits on promotional content that could encourage unrealistic expectations about gambling or make participation appear essential to everyday life.

Advertising would be restricted from creating misleading impressions that gambling contributes to success or provides a solution to financial difficulties. Marketing would also face limits on suggesting that gambling offers social acceptance or represents a natural part of a person's lifestyle or community.

These provisions would require operators to review the language, imagery and broader messages used in their campaigns. Promotional strategies that rely on portraying gambling as a route to financial improvement or social recognition could require substantial changes to comply with the proposed framework.

The proposal would also prohibit the use of authority figures in gambling marketing and prevent advertisements from featuring people under the age of 25. In addition, advertising could not be designed to appeal particularly to children and young people.

These restrictions would be relevant to more than the gambling companies that commission advertisements. Influencers, affiliates and other commercial partners involved in marketing gambling products could also face responsibility for complying with the applicable rules.

For the industry, the implications would extend to campaign planning, creative approvals and the selection of promotional partners. Operators would need to assess whether their existing advertising practices meet the proposed standards before the planned commencement dates.

Live sports advertising would face new restrictions

The treatment of gambling promotions during live sports broadcasts is another significant part of the bill. Under the proposal, gambling advertisements on television and streaming services would be prohibited from 10 minutes before a live sporting event begins until 10 minutes after it ends.

The restriction would cover advertising shown during the broadcast, including commercial breaks and promotional placements associated with the event. This would create a defined period during which gambling brands would face limits on their ability to promote betting and other gambling products through these channels.

The proposed rules would be particularly relevant to sports betting operators whose marketing strategies rely on the large audiences attracted by live competitions. Broadcasters and streaming services would also need to consider how advertising schedules are managed around sporting events.

However, the proposal does not amount to a blanket prohibition on every form of gambling sponsorship connected with sport. Sponsorships involving sports clubs and physical venues would generally remain permitted under the described framework.

A distinction would therefore exist between sponsorship exposure at a sporting venue and gambling advertisements delivered through television or streaming coverage. The proposal also addresses the display of live odds at the physical location of a sporting event, which would fall within the restrictions.

This distinction is important because sponsorship arrangements and broadcast advertising operate through different channels. Although some forms of brand visibility could continue, operators would have to assess the specific placement and format of each promotional activity.

Outdoor advertising would be restricted near educational institutions

The bill would also introduce geographical restrictions on gambling advertising in public spaces. Gambling promotions would be prohibited on public transport and in connection with public transportation under the proposed rules.

Additional limits would apply to selected areas around educational institutions. The draft identifies a 200-metre zone around schools and youth education institutions where most students are under 18. The measurement would be taken from the outer boundary of the institution's property.

This approach would reduce opportunities to place gambling advertisements in areas frequently used by children and young people. It would also require businesses responsible for outdoor campaigns to examine the location of advertising inventory before committing to new placements.

Compliance could involve reviewing billboard locations, transit advertising contracts and other physical marketing arrangements. Advertisers and property owners may need to coordinate more closely to ensure that campaigns do not fall within the proposed restricted zones.

For operators that rely on extensive outdoor exposure, the rules could lead to a reassessment of marketing budgets and the geographical distribution of campaigns. The precise impact would depend on the final legislation and the locations affected by the restrictions.

Operators would face stronger responsible gambling duties

Beyond advertising, the proposed legislation would introduce a formal attention and action duty for gambling operators. This would require providers to monitor customers for signs of problematic gambling behaviour and take appropriate steps when concerns arise.

The proposed obligation would move responsible gambling oversight beyond the maintenance of general policies. Operators would need procedures that support the identification of warning signs and the implementation of suitable interventions.

Written internal rules and procedures would be an important part of this framework. Gambling businesses would also be expected to evaluate their responsible gambling measures on an ongoing basis to determine whether those measures are effective.

Staff training would form another element of the proposed requirements. Relevant employees and other personnel would need sufficient education to understand responsible gambling procedures and recognise indicators of potentially harmful behaviour.

For operators, this could require coordination between customer support teams, compliance departments and employees who analyse player activity. Internal monitoring systems and escalation procedures would need to support the duties established by the final rules.

The requirements could also increase the importance of maintaining appropriate records of responsible gambling activities. Such documentation would help operators demonstrate that their internal procedures are established, communicated and periodically reviewed.

The precise operational arrangements would depend on the final legal text and any supplementary rules introduced by the relevant authorities.

Proposed penalties could increase compliance costs

The bill also addresses financial and regulatory consequences for certain violations. For land-based gambling operations, the proposal sets out fines of DKK 60,000 for a first intentional violation and DKK 80,000 for a second. These amounts are approximately equivalent to €8,000 and €10,700 respectively.

For certain offences, a third violation could lead to the withdrawal of the operator's licence. The consequences would depend on the particular provision breached and the circumstances of the case.

Online gambling operators and providers of land-based betting could face penalties calculated with reference to business turnover. This approach would allow the scale of a business to be considered when determining the financial consequences of a breach.

The proposal also seeks to strengthen the supervisory powers of Spillemyndigheden, the Danish Gambling Authority. The planned changes include broader powers to sanction advertising activities connected with unlicensed gambling and a clearer legal basis for blocking certain gambling advertisements.

These measures would reinforce the distinction between operators that comply with Danish licensing requirements and activities that fall outside the regulated market. The authority already supervises the Danish gambling sector and provides guidance on illegal gambling and advertising.

For businesses operating in Denmark, the proposed changes would make regulatory monitoring, advertising review and staff training increasingly important components of day-to-day compliance.

What the proposal means for gambling businesses

Although the bill has not yet completed the legislative process, its provisions indicate the direction of Denmark's planned approach to gambling regulation.

Operators could use the period before implementation to review their advertising contracts, marketing materials and relationships with external promotional partners. Particular attention would be needed for age-related restrictions, live sports advertising windows and the location of outdoor campaigns.

Businesses would also benefit from reviewing how they identify signs of problematic gambling behaviour and how their responsible gambling procedures are documented. Staff training and internal monitoring processes could require updates to reflect the proposed attention and action duty.

Broadcasters, affiliates and advertising agencies would need to understand how their activities might be affected. A campaign commissioned by an operator could involve several parties, making it important to clarify responsibilities and approval procedures throughout the marketing process.

The parliamentary timetable is therefore a key factor for the sector. The first reading scheduled for 22 October 2026 will provide an opportunity for the proposal to enter formal parliamentary consideration. Further scrutiny could clarify the scope of individual provisions and any transitional arrangements.

Conclusion

Denmark's proposed gambling advertising legislation represents a significant planned development for the country's regulated gambling sector. By combining stricter marketing requirements with stronger responsible gambling obligations, the bill seeks to address both how gambling is promoted and how operators respond to signs of potentially harmful participation.

The proposed restrictions on live sports broadcasts, youth-related advertising and outdoor placements could require changes to established marketing strategies. At the same time, the attention and action duty would place greater emphasis on monitoring player behaviour, maintaining internal procedures and providing suitable staff training.

The financial consequences outlined in the proposal also underline the importance of effective compliance systems. However, the measures remain subject to the parliamentary process and businesses should distinguish between proposed requirements and provisions that have formally entered into force.

With the first reading scheduled for 22 October 2026 and the planned commencement date set for 1 January 2027 for the legislation, the coming months will be important for operators and their marketing partners. The final text will determine how the new framework is implemented and which practical adjustments businesses must make to meet Denmark's regulatory requirements.

FAQs

What is Denmark's proposed gambling advertising bill?
It is a legislative proposal intended to tighten gambling marketing rules, strengthen responsible gambling obligations and improve supervision of unlicensed gambling activities.

When will the Danish gambling bill receive its first reading?
The proposal is scheduled for its first reading in the Danish Parliament on 22 October 2026.

When is the proposed legislation expected to take effect?
The proposed commencement date is 1 January 2027, although certain provisions are scheduled to take effect later in 2027.

Will Denmark ban gambling advertisements during live sports?
The proposal would prohibit gambling advertising on television and streaming services from 10 minutes before a live sporting event begins until 10 minutes after it ends.

Will gambling sponsorships of sports clubs be prohibited?
Sports club and physical venue sponsorships would generally remain permitted, subject to the specific restrictions in the final legislation.

Will gambling advertisements be allowed near schools?
The proposed rules would prohibit gambling advertising within a 200-metre zone around specified schools and youth education institutions where most students are under 18.

Will influencers be affected by the proposed rules?
Yes. Influencers, affiliates and other parties involved in gambling marketing could be subject to the applicable advertising requirements.

What responsible gambling obligations would operators face?
Operators would be required to monitor player behaviour, act on signs of problematic gambling and maintain suitable internal procedures and staff training.

What penalties are proposed for certain land-based gambling violations?
The proposal sets out fines of DKK 60,000 for a first intentional violation and DKK 80,000 for a second. Certain repeated violations could lead to licence withdrawal.

Which authority supervises gambling regulation in Denmark?
Spillemyndigheden, the Danish Gambling Authority, supervises the Danish gambling market and oversees compliance with gambling licensing requirements.