Denmark has long been seen as one of Europe’s more successful regulated gambling markets. Since opening in 2012, we have managed to combine strong consumer protection with a competitive licensing system. Now, some of the biggest changes since liberalisation are on their way.
On 7 October, the Danish government reintroduced a major gambling reform bill, with most of the new restrictions expected to take effect from 1 July 2027. The aim is to reduce gambling-related harm, protect young people and strengthen the fight against illegal gambling.
These are objectives that we in Spillebranchen, the Danish gambling trade body, support, but there is little doubt that the new rules will have a considerable impact on the industry.
Major restrictions on gambling advertising
One of the most significant changes is the introduction of a whistle-to-whistle advertising ban. Gambling advertising will be prohibited from 10 minutes before a live sporting event until 10 minutes after it ends. The bill also introduces a ban on using celebrities and other authority figures in gambling advertising, as well as people under the age of 25.
Outdoor advertising will also be heavily restricted. Gambling advertisements will be prohibited on public transport and within 200 metres of schools and youth educational institutions. In larger cities, this could mean outdoor gambling advertising will practically disappear. There will also be further restrictions on advertising content and social media marketing.
Together, these changes will make it much harder for licensed operators to promote their brands and attract new customers. The impact will also be felt by broadcasters, sports organisations and other businesses that rely on gambling advertising revenues.
Big changes for affiliates
Affiliate marketing is another area facing major changes. Under the new rules, affiliates will no longer be allowed to receive payments based on players’ turnover or losses. In practice, this means the end of traditional revenue-share agreements.
This is significant because affiliates play an important role in the Danish market. According to our estimates, around 25% of online gambling gross gaming revenue (GGR) is facilitated through affiliates. The change will be particularly important for smaller operators, which often depend on affiliates to reach customers rather than spending large amounts on television advertising and sponsorships.
We are likely to see a shift towards cost-per-acquisition agreements, but it remains to be seen how this will affect the affiliate market and the ability of licensed operators to attract players.
More requirements for operators and suppliers
The reform also brings new responsible gambling requirements. Operators will have a clearer legal duty to monitor players, identify signs of problematic gambling and intervene when necessary. They will also need to follow up to assess whether their interventions have worked.
Further rules are expected on loss limits, withdrawal cancellations, automatic logouts and certain features in online casino games. For operators, this will mean changes to existing procedures and systems. For suppliers, it may mean having to modify games specifically for the Danish market, shortly after the introduction of mandatory B2B licensing.
There are also positive elements in the reform. Dice games and wheels of fortune will become permitted online casino products, and the authorities will have stronger tools to tackle illegal gambling, including websites promoting unlicensed operators.
The black market cannot be ignored
One concern is what the restrictions will mean for the ability of licensed operators to compete with the illegal market. Earlier this year, H2 Gambling Capital completed an updated study of the Danish market for Spillebranchen. Following a reassessment using an updated methodology, H2 estimated channelisation fell from 85% in 2021 to 70% in 2024. This means the offshore market’s share doubled from 15% to 30% over just three years.
H2 also estimated offshore gambling revenue increased from DKK700m to DKK2.4bn over the same period. The Danish Gambling Authority has not published these revised figures. Although estimating the size of the illegal market is difficult, these numbers are concerning. They also show why we need a better understanding of how many Danish consumers are gambling outside the regulated market.
Let’s measure the effects before doing more
The coming years will be important for the Danish gambling market. The new rules will change how operators market their products, interact with players and run their businesses. What we do not yet know is how these changes will affect gambling-related harm, consumer behaviour and channelisation.
While this is happening, some politicians are already demanding further restrictions, even before the current reforms have taken effect. But it is important we give the new rules time to work and carefully assess their impact before introducing additional measures.
Denmark has spent 14 years building a well-functioning regulated market. We need to make sure that future regulation continues to protect players without driving them towards illegal operators. Ultimately, what matters is not how many restrictions we introduce, but whether they actually make gambling safer while keeping players in the regulated market.
Morten Ronde is the founder and managing partner of Nordic Legal, a law firm specialising in gambling and regulatory law across the Nordic markets. He has more than 25 years’ experience in gambling regulation, having worked across government, regulatory authorities, industry representation, corporate governance and private legal practice. Ronde spent almost 12 years with the Danish Gambling Authority and also founded Spillebranchen, the Danish trade association for online gambling, which he has led for almost 15 years.
The post Denmark’s gambling reform: big changes ahead for the licensed market first appeared on EGR Intel.
Morten Ronde, managing partner at Nordic Legal and founder of Danish trade body Spillebranchen, says it isn’t clear how the changes will affect gambling-related harm, consumer behaviour and channelisation
The post Denmark’s gambling reform: big changes ahead for the licensed market first appeared on EGR Intel.