Denmark Revises Gambling Promotion and Advertising Rules
Updated Regulations for Gambling Advertising in Denmark
Denmark’s gambling authority, Spillemyndigheden, has introduced updated guidelines designed to strengthen the rules around how licensed gambling operators can promote their services. These updates, which represent the third version for disclosure and the fifth for promotional activities, enforce stricter controls on marketing practices within the industry.
New Requirements for Gambling Advertisements
The revisions focus on two main regulatory documents: the Guidance on Duty of Disclosure when Marketing Gambling and the Guidance on Sales Promotion. Both now incorporate clearer language, stricter limits, and more detailed examples to prevent any misunderstandings about acceptable promotional tactics in Denmark.
The changes clarify obligations around providing transparent and accurate information in ads. Gambling advertisements must clearly communicate winning odds, emphasizing that gambling is primarily a form of entertainment, not a pathway to quick financial gain or elevated social status. Promotions are now required to disclose additional important details such as eligibility conditions, wagering requirements, time restrictions, and maximum winnings.
Understanding that not all advertising channels can include every piece of information, the updated rules provide specific examples tailored for different media types. This guidance helps operators include as much relevant information as feasible. Additionally, all marketing content must avoid appealing to or targeting minors.
Restrictions on Targeted Promotional Offers
The updated guidelines also tighten controls on how gambling companies can deliver promotional offers. Importantly, operators are prohibited from sending targeted promotions to players who have been inactive, regardless of how long the inactivity has lasted. While broad campaigns aimed at all users remain permissible, isolating inactive individuals for promotional outreach can result in serious penalties.
The maximum value for any single bonus or promotional offer is capped at 1,000 Danish kroner (approximately $156). The guidance further specifies how operators should meet requirements related to minimum betting amounts and promotional timeframes. All companies must also verify users against Denmark’s national self-exclusion registry, ROFUS, before initiating marketing via channels like email, SMS, or push notifications through apps.
Context and Enforcement
These regulatory updates come at a time when gambling participation and related advertising expenditures are rising in Denmark. Spillemyndigheden continues its strict enforcement against unauthorized gambling operations, having recently blacklisted 178 illegal gambling domains in a single crackdown. Through these measures, the regulator reinforces its dedication to maintaining a gambling environment that prioritizes fairness, consumer protection, and ethical practices.