Denmark is set to enforce stricter regulations on gambling advertising with the first reading of its new gambling Bill scheduled for 22 October 2026. Proposed by Jakob Engel-Schmidt, the Minister for Taxation and Growth, the legislation aims to enhance marketing regulations and broaden duty of care obligations. If passed, the Bill will come into effect on 1 January 2027.
Under the proposed guidelines, gambling advertisements will no longer be able to portray gambling as a form of entertainment or suggest that it can significantly alter lives. Additionally, the Bill mandates that advertising cannot use individuals under the age of 25 and must not target anyone younger than 18. Furthermore, outdoor advertisements will be prohibited on public transport and must maintain a distance of at least 200 meters from educational institutions like schools and universities, holding both betting companies and their marketing agencies accountable.
Moreover, live sports broadcasts will not be permitted to feature gambling advertising during a window extending 10 minutes prior to and following the events.
Betting operators will also be tasked with monitoring the behavior of their gambling customers to avert potential gambling issues. The legislation specifies penalties for land-based betting facilities, which will face fines of approximately 8,000 Euros for a first offense, 10,700 Euros for a second violation, and possible license revocation upon a third breach.
Additionally, the Bill will grant the Danish Gambling Authority (Spillemyndigheden) enhanced authority to block unlicensed intermediary websites targeting the Danish market.
