Denmark’s government has unveiled a comprehensive reform package reshaping the country’s gambling landscape. The new legislation introduces new advertising restrictions, greater oversight, and strengthened support systems for people at risk of addiction. Lawmakers have indicated that additional reforms are already underway, underlining the government’s ongoing efforts to modernize Denmark’s gambling regulations.

Influencer Advertising Faces Severe Restrictions

The initiative, called “Gaming Package 1: A More Responsible Gaming Market,” marks a landmark political agreement between the government and a broad coalition of parliamentary parties. The reforms primarily focus on protecting children and young people. Government officials note that Denmark’s youth have become increasingly exposed to gambling marketing and online gaming environments that blur the lines between entertainment and wagering.

One of the most significant reforms is the introduction of a “whistle-to-whistle” ban on gambling advertising during live sports broadcasts. This restriction prohibits the broadcasting of gambling commercials from ten minutes before the start of a sporting event until ten minutes after its conclusion. The measure mirrors prohibitions in other European countries and seeks to disrupt the connection between sports and gambling.

In addition to advertising restrictions, Denmark plans to crack down on the use of influencers and celebrities in gambling promotions. Any campaigns that could appeal to minors through tone, imagery, or placement will be strictly prohibited. The Danish Gambling Authority (Spillemyndigheden) will receive expanded authority to monitor compliance and sanction violators, while a new legal framework will enhance enforcement.

More Reforms Are on the Horizon

Tax minister Ane Halsboe-Jørgensen, who has been the driving force behind the reforms, was adamant that evolving trends in advertising and the rise of influencers made it increasingly easy for individuals to be drawn into addiction. She hoped that the new measures would have a measurable impact on problem gambling rates.

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.

The reforms are partly based on recommendations from the Youth Gaming Panel, an advisory group established to address the growing normalization of gambling among youth. The new legislation also envisions new prevention and treatment measures. A new research fund will study gambling behavior, аddiction trends, and the effectiveness of regulatory interventions.

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.

Denmark plans to gradually roll out the new reforms, with complete implementation expected by January 1, 2027. Halsboe-Jørgensen noted that these measures were just a stepping stone toward a broader overhaul of the nation’s gambling regulations. With roughly 500,000 Danish citizens affected by some degree of gambling-related problems, the government is now determined to reverse this worrying trend.