The ban on gambling ads during live sports broadcasts will start 10 minutes before games kick off and finish 10 minutes after they end.

The Denmark government has reached an agreement to ban gambling ads during live sports broadcasts and introduced a host of other marketing restrictions for the sector.  

The measures are expected to be implemented no later than 1 January 2027. 

On Friday, the Danish parliament passed its ‘Gaming Package 1’, aimed at preventing gambling addiction and strengthening the protection of children against gambling harms. 

The package will introduce a whistle-to-whistle ban on gambling ads during live sports broadcasts, starting 10 minutes before the event and ending 10 minutes after the games conclude.  

This will include bans on live odds being displayed across banners in stadiums and a restriction on the use of celebrities and influencers in gambling ads.  

Package prohibits gambling ads near schools 

Additionally, the package prohibits the use of “free money games” as welcome bonuses. 

Gambling ads on public transport and within 200 metres of schools or other educational institutions will also be prohibited under new rules, while persons aged under 25 will not be allowed to feature in any gambling marketing. 

Denmark’s Gambling Act will be amended to mandate age filters on social media ads to ensure content isn’t targeted at those aged under 18, while gambling addiction treatment centres will receive an additional DKK8 million ($1.2 million) in funding next year.  

These centres will receive further funding of DKK3 million in 2027, DKK5 million in 2028, DKK2 million in 2029 and DKK3 million in 2030. 

Denmark’s Tax Minister Ane Halsboe-Jørgensen said the measures should prove effective in curbing gambling addiction in the country. 

“With Gaming Package 1: A More Responsible Gaming Market, the government, together with a broad majority in the Danish parliament, is taking an important step towards a more responsible gaming market,” Halsboe-Jørgensen said.  

“The work does not stop here.” 
Government’s ‘showdown’ with Danish gambling sector 

Upon revealing the package of restrictions, the government said Denmark had faced issues with rising gambling addiction in the country. 

It claimed nearly 500,000 Danish adults had experienced some extent of gambling problems in 2021, a figure that has doubled since 2016, with almost 30,000 experiencing serious gambling problems. 

The government also stated 25,000 Danish children and young people have experienced some degree of gambling harm, with 2,600 having a serious gambling problem. 

Halsboe-Jørgensen explained the agreement marked a shift in mentality in Denmark, with closer attention paid to restricting the gambling sector and the harms that can come from it. 

“This is the beginning of a showdown with a gaming industry that has been allowed to take up too much space for far too long, so that entertainment does not turn into addiction,” Halsboe-Jørgensen said.  

“This requires both responsible providers, stronger rules and a sustained political effort.” 
Denmark regulator to be strengthened 

The agreement will also seek to further empower Spillemyndigheden, the country’s gambling regulator.  

Spillemyndigheden will be given the authority to block illegal gambling sites, with clearer principles and criteria for calculating fines and sanctions. 

Certain administrative burdens will also be eased, such as the need for gaming providers to send a copy of decisions on closing gambling accounts to Spillemyndigheden. 
Denmark gambling revenue on the increase 

In August, Denmark achieved gambling revenue of DKK714 million, both a year-on-year and month-on-month increase. 

Denmark’s sports betting and iGaming markets both posted double-digit growth when compared to the same month last year. 

The nation’s self-exclusion scheme ROFUS reached 63,488 users by the end of August, with 41,362 of those having permanently excluded themselves from gambling.