Denmark Advances Gambling Advertising Reforms for 2027

Denmark’s government has introduced a bill to implement a package of stricter gambling regulations between January and October 2027. The proposals include a ban on gambling advertising around live sporting events, restrictions on marketing to young people and stronger powers for the national gambling regulator.

Restrictions on Gambling Advertising

The proposed rules would prohibit betting advertisements during live sports broadcasts from ten minutes before an event starts until ten minutes after it ends. The restrictions would also cover live odds displayed on screens and streaming platforms.

The bill would prohibit gambling advertising that targets under-18s or features anyone under the age of 25. It would also restrict gambling marketing on public transport and at facilities within 200 metres of most schools and youth education institutions.

The government estimates that the live-sports advertising ban could reduce state revenue by DKK 15 million (approximately $2.25 million) in 2027 and DKK 25 million annually thereafter. Regulatory fee income could fall by a further DKK 1–2 million.

Stronger Supervision and Enforcement

The reforms would require most licence holders to monitor player behaviour continuously and intervene promptly when signs of gambling-related harm emerge. Small charitable land-based lotteries would be exempt from this requirement.

Providing Unauthorised Gambling Could Result in Fines or Imprisonment

The Danish Gambling Authority would also gain explicit powers to inspect suspected illegal gambling operations without a court order. Providing unauthorised gambling could result in fines or, in aggravated cases, imprisonment of up to one year. Marketing unlicensed gambling would also become a criminal offence, with fines calculated according to company size and annual gross gaming revenue.

Changes to Land-Based Gambling

The bill would replace the existing approval system for certain retail gambling operators with a licensing framework. It would also update the definitions and operating requirements for betting shops and gambling arcades, including physical separation, staff presence and restrictions on entry for minors.

Certain fast-paced games would be restricted to operating hours between 07:00 and midnight. New or combined game formats would require explicit regulatory approval.

The bill reintroduces proposals first presented in October 2025. Its core provisions remain unchanged, and the government plans to introduce the measures in stages throughout 2027.