The Danish government has reintroduced legislation this week to implement the Spilpakken 1 gambling reform package. The measures will roll out between January and October 2027, with the advertising ban during live sports broadcasts taking effect in July.
The ban covers a window from ten minutes before kickoff to ten minutes after the final whistle, including live odds displayed on screens and streaming platforms. The Ministry estimates the policy will cost the budget DKK 15 million ($2.25 million) in 2027 and DKK 25 million annually thereafter. The regulator expects to lose DKK 1–2 million in fee revenue.
The bill prohibits advertising featuring anyone under 25 and targeting minors. Promotions on public transport and within 200 metres of schools are banned. Operators must monitor player behaviour continuously and intervene when problem gambling indicators appear. Spillemyndigheden, the Danish gambling authority, gains the power to conduct inspections without a court order.
Unlicensed gambling carries a fine or up to one year imprisonment in aggravated cases. Advertising unlicensed services is now a criminal offence, with fines tied to a company's GGR. Land-based operators shift to a new licensing system, replacing the bestyrer model with forhandlere. Fast-paced games may only be offered between 7:00 and midnight.
Morten Rønde, a partner at Nordic Legal, called the package 'a shock' a year ago and said none of the measures were backed by evidence of effectiveness against problem gambling. The bill replaces L-127, which lapsed after the election; the content remains unchanged.
