Denmark’s parliament, led by Tax Minister Ane Halsboe-Jørgensen, has approved a sweeping reform aimed at tightening the rules on gambling advertising. Under the new measures, gambling promotions will be banned during live sports broadcasts, including ten minutes before and after each event. The rule covers on-screen odds, stadium signage, and broadcast sponsorships.
Halsboe-Jørgensen stated that the reforms address a growing public-health concern, with national data showing an increase in gambling-related harm among both adults and young viewers. The new limits also extend to online platforms, restricting Google Ads casino and PPC gambling campaigns from targeting audiences around real-time sporting content.
Ads near schools and transport hubs
Beyond broadcast restrictions, the legislation introduces physical advertising limits designed to reduce exposure among children and adolescents. Gambling ads will be prohibited within 200 meters of schools, educational institutions, and youth facilities. The ban also applies to public-transport networks, including buses, trains, and metro stations.
The government’s goal, Halsboe-Jørgensen emphasized, is to “shift the culture around gambling marketing” and ensure that betting is treated as an adult leisure activity, not a normalized backdrop to everyday life. The Spillemyndigheden, Denmark’s Gambling Authority, will be responsible for monitoring compliance and coordinating enforcement actions with consumer-protection agencies.
Stronger oversight and enforcement
The legislation grants Spillemyndigheden greater authority to combat illegal operators and enforce advertising standards across digital channels. Licensed operators must clearly display responsible-gaming messages and verify that all promotional content excludes individuals under 25 years of age. Non-compliant advertisers may face fines or restrictions on future campaigns.
Industry participants are already adjusting their marketing strategies to align with the new framework, with many scaling back event-linked casino campaigns and influencer partnerships. The full advertising restrictions are expected to take effect no later than January 2027, marking a significant shift toward a more tightly regulated gambling environment in Denmark.
