The Danish government has introduced a bill that outlines stringent reforms to the gambling sector, which will be enacted from January through October 2027. This phased implementation includes marketing restrictions, notably a complete ban on betting advertising during live sports, set to take effect in July 2027.
The reforms, dubbed Spilpakken 1, were initially announced last October and emphasize rigorous new marketing regulations, increased oversight of unregulated gambling, revised land-based gaming rules, and adjustments in taxation.
Taxation and Growth Minister Jakob Engel-Schmidt brought the bill before parliament on October 7, precisely one year after the unveiling of the reform package.
Among the bill's key provisions, gambling advertisements will be prohibited from targeting anyone under the age of 18, and advertisements featuring individuals under 25 will also be banned. Other restrictions include a ban on gambling marketing in public transport and areas within 200 meters of schools and educational institutions.
One of the most significant aspects of the legislation is the ban on advertising during live sports events, which extends from ten minutes before the start of a game until ten minutes after its conclusion. This restriction is projected to cost the state DKK 15 million (approximately $2.25 million) in 2027, growing to DKK 25 million annually thereafter. The regulatory authority expects a loss of between DKK 1-2 million in revenue due to this ban.
Furthermore, licensed operators, with the exception of small charitable lotteries, will be required to monitor player behavior continuously and intervene swiftly when problematic gambling is detected. The Danish Gambling Authority (Spillemyndigheden) will receive enhanced powers to investigate illegal gambling operations, allowing for inspections without a court order.
Operating unauthorized gambling activities could result in fines or imprisonment for up to one year in severe cases, and marketing unlicensed gambling will be criminalized. Fines will be determined based on the scale of the business and its annual gross gaming revenue.
Changes in licensing for land-based gaming operators will replace the previous “bestyrer” approval system with new licenses known as “forhandlere,” covering a range of games, including lotteries, bingo, and casino games. New definitions for gaming establishments, such as “spillebutik” and “spillehal” (gambling arcades), have been introduced, necessitating physical separation and staff presence during operating hours, with minors prohibited from entry. Certain high-speed games will be limited to operating hours between 7 AM and midnight.
Licensing for new or combination game types will now require express approval from regulators, initiated after an evaluation of responsible gambling concerns and market effects.
Initially received with shock, Morten Rønde, managing partner at Nordic Legal, has remarked on the lack of evidenced benefits linked to the proposed measures. He expressed his skepticism, stating, “There’s no link to any evidence that this is something that will help gambling addiction. And I am pretty sure that it won’t.” Although there was consideration of an outright advertising ban, he noted that the existing regulations are still unsatisfactory.
Despite pushback, there remains significant political support in Denmark for stricter measures regarding gambling advertising. Rønde pointed out that the new bill modifies a previous version, L-127, which became inactive after the election, but retains the same core content.
