Denmark has put a draft bill before parliament that would tighten gambling advertising rules, including a ban on marketing around live sports broadcasts. Tax and Growth Minister Jakob Engel-Schmidt introduced the legislation, which is scheduled for its first reading on October 22, 2026 and would take effect on January 1, 2027.
The sports ban covers the 10 minutes before and after a live broadcast. The bill also bars ads that present gambling as entertainment or as a way to change a person's life, forbids the use of anyone under 25 in marketing, and prohibits targeting audiences under 18. Outdoor advertising would be off limits on public transport and within 200 metres of schools and higher education institutions. Sponsorship of sports clubs and venues stays legal.
Operators would have to actively watch for problem behaviour among players and intervene, keep internal records of responsible gambling procedures, train staff and partners, and regularly assess how well those systems work. The requirements extend to third parties such as influencers and affiliates.
Land-based venues face fines of 60,000 kroner ($8,987) for a first breach, 80,000 ($11,983) for a second, and licence suspension for a third. Online operators pay a share of GGR instead. The regulator, Spillemyndigheden, would gain the power to block unlicensed intermediary sites serving the Danish market.
