The Danish government is poised to roll out a comprehensive reform package targeting gambling, with implementation scheduled between January and October 2027. This multi-stage process includes significant marketing restrictions, most notably a ban on betting advertisements during live sports events that will begin in July 2027.
Last October, the gambling industry was shaken by the introduction of a package known as Spilpakken 1, which emphasizes tighter marketing regulations, increased oversight of the unregulated gambling sector, revised rules for land-based gaming, and alterations to taxation practices.
On October 7, Minister for Taxation and Growth Jakob Engel-Schmidt presented the reform bill to parliament, almost precisely a year since its initial announcement.
Key aspects of the bill outline various marketing restrictions. Gambling advertisements will be prohibited from targeting individuals under the age of 18 and must not feature anyone under 25. Additionally, all forms of gambling marketing will be banned in public transport and in areas within 200 meters of most schools and educational institutions. The bill also enforces a complete prohibition on gambling adverts during live sports broadcasts, starting ten minutes before a game and ending ten minutes after, including live odds on screens and streaming services.
The proposed ad ban could result in an estimated revenue loss of DKK 15 million ($2.25 million) for the state in 2027, growing to DKK 25 million annually thereafter, while the gambling regulator anticipates a decrease in fees of around DKK 1-2 million due to the restrictions.
Additionally, the bill mandates that licensed operators, with the exception of small charitable land-based lotteries, must continually monitor player behavior and intervene when potential gambling issues are detected. The Danish Gambling Authority (Spillemyndigheden) will obtain direct inspection powers to investigate suspected illegal gambling activities without needing prior court authorization.
Serious violations involving unauthorized gambling could lead to fines or imprisonment for up to one year. The bill criminalizes the promotion of unlicensed gambling, with fines scaled according to a company's size and based on its annual gross gaming revenue.
The reform package also includes changes to licensing for land-based retail entities, as the existing “bestyrer” approval system will transition to new licenses labeled “forhandlere,” applicable to various types of games including lotteries and casinos.
Definitions for entities such as “spillebutik” and “spillehal” (gambling arcades) are also updated to enforce physical separations, ensure staff presence during operating hours, and prevent minors from entering. Fast-paced games will be restricted to the hours of 7 AM to midnight. Furthermore, any new combination or innovative game variations will require explicit approval from the regulator, which will assess their implications for responsible gambling, market effects, and competition with monopoly lottery products.
When Spilpakken 1 was first made public, Nordic Legal managing partner Morten Rønde expressed his astonishment, stating, “In all the proposals that are made, 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.” He noted that while the discussions had considered an outright advertising ban, the current version remains concerning.
