Denmark Introduces Extensive Gambling Reforms to Address Emerging Issues
Denmark’s government has launched a wide-ranging reform package that fundamentally changes the country’s gambling regulations. This legislation introduces stricter advertising rules, enhanced oversight, and better support systems for individuals at risk of gambling addiction. Lawmakers have also signaled that further reforms are in progress, emphasizing Denmark’s commitment to modernizing its gambling framework.
Strict New Limits on Influencer Advertising
The reform package, dubbed “Gaming Package 1: A More Responsible Gaming Market,” represents a significant political agreement between the government and a coalition of parliamentary parties. The primary goal is to safeguard children and young people, as Denmark’s youth have increasingly encountered gambling advertisements and online gaming platforms that blur the boundaries between entertainment and betting.
A key regulation is the implementation of a “whistle-to-whistle” ban on gambling advertisements during live sports events. This restriction bans gambling commercials from airing ten minutes before a sporting event starts until ten minutes after it ends. Similar rules exist in other European nations and aim to weaken the association between sports and gambling.
Furthermore, Denmark intends to limit the involvement of influencers and celebrities in gambling promotions. Campaigns that could appeal to minors based on their tone, imagery, or placement will be firmly banned. The Danish Gambling Authority, known as Spillemyndigheden, will gain expanded powers to enforce these rules and penalize non-compliance, supported by a stronger legal framework.
Future Changes on the Way
Tax Minister Ane Halsboe-Jørgensen, the chief architect of the reforms, emphasized that the rise of influencer marketing and evolving advertising strategies have made it easier for individuals to develop gambling addictions. She expressed hope that the new policies would significantly reduce problem gambling.
“We are now taking a significant first step to protect children and young people in particular from gambling problems and an overly aggressive gambling market.”
Ane Halsboe-Jørgensen, Tax Minister
The reforms are partly inspired by advice from the Youth Gaming Panel, an advisory body focused on addressing the normalization of gambling among youth. The legislation also includes new prevention and treatment initiatives. Additionally, a dedicated research fund will explore gambling behaviors, addiction patterns, and the effectiveness of regulatory efforts.
“This is the beginning of a crackdown on a gambling industry that has been allowed to run unchecked for far too long, as we seek to ensure that entertainment does not turn into addiction.”
Ane Halsboe-Jørgensen, Tax Minister
The Danish government plans to implement these reforms progressively, with full enforcement anticipated by January 1, 2027. Minister Halsboe-Jørgensen described these steps as just the initial phase of a comprehensive reform of the country’s gambling laws. With about 500,000 Danes affected by gambling-related issues, the government is committed to reversing this alarming trend.
