The Danish government has proposed a comprehensive bill as part of its strict reforms package for gambling, aiming for implementation between January and October 2027. Significant changes will include a whistle-to-whistle ban on betting advertising during live sports, set to take effect in July 2027.
This move follows a series of rigorous regulations introduced last October, collectively referred to as Spilpakken 1, which emphasized tighter marketing regulations, increased oversight of unregulated sectors, revamped land-based gaming laws, and adjustments to tax policies.
The Minister for Taxation and Growth, Jakob Engel-Schmidt, presented the bill to parliament on October 7, 2027, nearly one year after the initial package was unveiled.
Key policies outlined in the bill will prohibit gambling advertisements from targeting individuals under 18 or featuring anyone younger than 25. Additionally, advertising will be banned in public transportation and located within 200 meters of schools and educational institutions. The comprehensive advertising restrictions during live sports broadcasts will extend from ten minutes before kickoff until ten minutes after the game, covering both live odds and streaming platforms.
The financial implications of this ban could see the state lose DKK15 million ($2.25 million) in 2027 and up to DKK25 million annually thereafter, while the regulator may incur losses of DKK1-2 million in fees due to these restrictions.
License holders, except for small charitable land-based lotteries, will be mandated to continuously monitor player behavior and intervene at the first signs of gambling addiction.
The Danish Gambling Authority (Spillemyndigheden) is set to acquire powers for inspections without court approval to probe suspected illegal gambling activities. Engaging in unauthorized gambling could result in fines or imprisonment for up to one year in severe cases, and marketing unlicensed gambling will be criminalized. Fines will scale according to the size of the company and its annual gross gaming revenue.
The bill also introduces significant changes to the licensing system for land-based retail operators, replacing the previous “bestyrer” approvals with new licenses labeled as “forhandlere.” Updates to definitions surrounding “spillebutik” and “spillehal” (gambling arcades) stipulate the necessity for physical separation and staff presence during operating hours, alongside a ban on minors entering these establishments. Furthermore, restrictions will limit certain fast-paced games to operating hours of 7 AM to midnight.
Licensing for new or combined game types will require explicit approval from the regulator, based on assessments of responsible gambling effects, market consequences, and conflicts with monopolized lottery offerings.
At the time of the original announcement of Spilpakke 1, Morten Rønde, managing partner at Nordic Legal, expressed concern, stating he was "shell shocked" by the proposed reforms. He criticized the lack of evidence linking these measures to a reduction in gambling addiction, asserting, "I am pretty sure that it won’t help."
Rønde pointed out that discussions had previously included a complete advertising ban, reflecting a strong political will for stricter measures. "Several political parties in Denmark support a total advertisement ban," he noted. The current bill replaces a previous version (L-127) that lapsed due to elections but largely retains its original content.
