Denmark has officially notified national media, advertising agencies, and sports bodies that they will be given one year to implement new restrictions on gambling advertising.
From 2026 onwards, the Folketinget will begin the phased rollout of its new reforms to Denmark’s Marketing and Advertising Law. The mandate has been overseen by former Tax Minister Rasmus Stoklund, who inherited the portfolio following years of public and political pressure to curb gambling exposure during live sports broadcasts.
Negotiations involved all major parliamentary parties, agreeing on a final text of “finding workable resolution that protects consumers while maintaining a fair balance between state interests and licensed operators.”
Despite political differences, parties across the Folketinget share a view that the current Gambling Act is too broad in its definition of marketing rules, which see licensed operators bound by the Danish Act on Gambling and the Danish Marketing Practices Act.
At present, gambling advertising must comply with both gambling legislation and the Marketing Act. Rules require a truthful presentation of winning chances, ban targeting under-18s, prohibit misleading celebrity endorsements, and forbid suggesting that gambling solves financial or social problems.
Stoklund emphasised that Denmark’s framework would not mirror the tougher models seen elsewhere in Europe, such as Spain or Italy’s near-blanket restrictions.
However, the minister underlined his priority to reduce aggressive marketing by gambling brands and strengthen safeguards for younger audiences, particularly around televised and streaming sports events.
The forthcoming law will anchor the government’s ‘whistle-to-whistle’ advertising ban, prohibiting gambling promotion during live sporting events from 10 minutes before kick-off until 10 minutes after full-time.
“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.” – the government’s statement read.
New powers for Spillemyndigheden
Additional measures include banning under-25s from appearing in ads and restricting promotional material within 200 metres of schools and youth institutions, alongside a ban on gambling ads across public transport.
A dedicated committee will also be established to develop new social media rules for “gamefluencers” – streamers on platforms such as Twitch who gamble before young audiences. The initiative seeks to close regulatory loopholes that allow gambling content to reach minors through digital channels.
In parallel, the government confirmed that school and youth education networks will block access to online gambling sites, extending the protective reach of the new law beyond traditional media.
The government has assigned newly elected Tax Minister Ane Halsboe-Jørgensen to oversee the changes in advertising. Halsboe-Jørgensen made a statement following the legal amendments.
“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.
“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.”
Industry observers view the reform as a major shift for Denmark’s regulated market — one that reflects growing political consensus across Europe that advertising standards must evolve to protect minors and rebuild public trust in the sector.
The Danish government confirmed that enforcement of the new law will fall under the Spillemyndigheden, Denmark’s Gambling Authority. The regulator will gain expanded powers to block illegal operators and sanction non-compliant advertisers ahead of the law’s full implementation from 1 January 2027.
Denmark has officially notified national media, advertising agencies, and sports bodies that they will be given one year to implement new restrictions on gambling advertising. From 2026 onwards, the Folketinget will begin the phased rollout of its new reforms to Denmark’s Marketing and Advertising Law. The mandate has been overseen by former Tax Minister Rasmus …